How Heelys Increased ROAS by 114% by Building Demand, Not Just Capturing It
For the 2025 holiday season, Heelys partnered with Campfire to move beyond a traditional, search-heavy strategy and build a full-funnel media system designed to generate and convert new demand.
By integrating programmatic, social, and search, the campaign expanded reach to new audiences while delivering +114% year-over-year growth in return on ad spend.
The Challenge
Holiday success is often driven by capturing existing demand. 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
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
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.
We proved with Heelys that building demand first is what drives real performance.