Case Study: The Oodie uncovers a 13x TikTok underspend with Fairing

How Fairing Helped The Oodie Uncover a 13x Underspend on TikTok Advertising

The Oodie, a direct-to-consumer comfortwear brand, faced a challenge with marketing attribution, particularly on emerging channels like TikTok where traditional methods fell short. They needed clarity to guide both product development and marketing investment decisions. To address this, they implemented attribution surveys from the vendor Fairing.

Fairing's solution provided The Oodie with a ground-truth view of their customer acquisition. Their surveys revealed that TikTok, a channel receiving only 1-3% of the media budget, was actually responsible for driving 13% of purchases, uncovering a significant underspend opportunity. Furthermore, Fairing’s Question Stream feature was used to poll customers, surfacing valuable insights such as a new "business casual" use case for their products, which informed both marketing and product strategy.

The Oodie

Paddy Kennedy

Marketing Manager