Craft — Growth & advertising | Punch
← ALL WORK / ARCHIVE / CRAFT
Craft

Customers, not impressions.

How moving from cost-per-click to cost-per-acquisition turned ad spend into signups for Craft.

+15%LANDING-PAGE CONVERSION · +61% SOCIAL SHARES
CRAFT · GROWTH & ADVERTISING · CRAFT.CO ↗
Craft — get-access landing page and industry-analysis ad creative INDUSTRY ANALYSIS · CAPTURING NEW USERS Campaigns targeted people hunting for a vetted company database. The “GET ACCESS” email-capture landing page turned that intent into signups — A/B-tested across Facebook and AdWords.
Craft — quiz-based comparison ad and deep-data product page INTERACTIVE QUIZZES · LOWER CPC A “compare these companies — free!” quiz ad rode the popular social-quiz pattern to higher engagement and cheaper clicks, funneling into the deep-data product page.
ORIGINAL CAMPAIGN CREATIVE · CRAFT · LANDING PAGES & QUIZ ADS
RESULTS · PUNCH CAMPAIGNS VS. ORIGINAL
+14.76%Landing-page conversion (3.59% → 4.12%)
+10.48%Click-through rate (2.29% → 2.53%)
+61.29%Social shares
+34.82%Website traffic
+26.32%Brand mentions across blogs & social
PUNCH'S FOUR-STEP B2C METHOD
01RESEARCHDeep-dive the top 1–3 competitors' ads on Facebook, AdWords, and Google, then analyze keywords, SEO, and traffic — who the customers are and what acquisition actually costs.
02PLAN CREATIONChannel-by-channel plans tailored to the business — built to win double-digit month-on-month growth across 90-day tests while cutting churn by half.
03EXECUTIONRun the plan: campaign monitoring, daily reports, original content, ads management, and continuous performance review.
04REFINEMENTUse CPC, CPM, and daily benchmarks to retune spend — grow engagement fast, drive churn down, and lower ad cost for the long term.
THE CLIENT

Craft is an AI-driven data and analytics platform building the “source of truth” on companies — organizing data from thousands of sources into comprehensive, up-to-date profiles, from early-stage startups to the largest companies in the world.

THE WORK

Punch ran Craft’s B2C growth program end to end, shifting the goal from cost-per-click to cost-per-acquisition. Our four-step method — research, plan creation, execution, refinement — A/B-tested conversion funnels (forms, click-to-call, in-situation chat) across Facebook and AdWords, then layered in two growth hacks: interactive company/industry quizzes and an authenticated “mystery prize” share loop.

Refinement did the heavy lifting: ad spend was retuned from a flat $500/month to a managed $50–$100/day, Facebook spend migrated to article-led AdWords landing pages, and one landing page grew into 3–10 — each tuned to a specific persona, keyword, and demographic.

“Designed, built, and shipped end to end by Punch.”
WHAT WE BUILT
GROWTH PROGRAM✓ B2C growth, end to end✓ CPC → CPA refocus✓ Research → refine method
CHANNELS & FUNNELS✓ A/B-tested funnels✓ Facebook + AdWords✓ Persona landing pages
GROWTH HACKS✓ Company & industry quizzes✓ Mystery-prize share loop✓ Managed ad-spend tuning
SERVICES Online advertising · B2C growth · conversion strategy CLIENTCraft — advertising & growth CASE STUDYcraft case study cover Case study PDF ↓ PREPARED May 2017 · Punch B2C growth program
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