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But for Heelys, growth required more: Reach new audiences, not just existing shoppers Stand out in a crowded seasonal market Turn awareness into measurable performance Maintain strong efficiency across channels https://images.squarespace-cdn.com/content/v1/67d5b3cb65215853297753a6/42acfa32-3782-4c61-b8a6-191f9c7b6efe/Screenshot+2026-03-27+at+1.06.24%E2%80%AFPM.png Work - Demand Engine - The Approach Campfire built a connected media ecosystem, where each channel played a distinct role in driving performance. Create Demand Programmatic and TikTok introduced Heelys to new, high-potential audiences through: Behavioral and culturally relevant targeting (gaming, youth trends) High-impact video and discovery formats Scaled reach among parents and younger consumers Nurture Demand Meta converted awareness into intent by: Retargeting engaged users Leveraging product catalogs to showcase full assortments Using mixed media to drive consideration Capture Demand Google closed the loop by: Capturing high-intent searches Scaling conversion through Performance Max and Shopping Converting demand at high efficiency https://images.squarespace-cdn.com/content/v1/67d5b3cb65215853297753a6/1c049e01-b914-4b6e-b15b-c6cdbb0825e1/Campfire+Consulting+Case+Study+x+Heelys Work - Demand Engine - The Result +114% increase in ROAS year-over-year Expanded reach among new, relevant audiences Increased movement from discovery to purchase Stronger efficiency across the full media mix Key Takeaway Most brands focus on capturing demand. 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