Case Study: Camelot Helps Michaels Achieve 150% ROAS Growth with Skai

Camelot lifts ROAS 150% for Michaels with Skai’s™ Budget Navigator, Custom Metrics, and omnichannel activation tools

Camelot, Michaels Stores’ digital marketing agency, faced a major challenge during COVID-19 as store closures forced Michaels to rapidly shift from a primarily brick-and-mortar business to ecommerce. To help manage this transition and optimize spend across more than 1,000 stores, Camelot turned to Skai’s paid search and omnichannel tools, including Budget Navigator and Custom Metrics.

Skai worked with Camelot to build an OmniROAS strategy that combined online commerce orders and offline in-store visits from Skai and Google data, while also adapting Budget Navigator to work with Google Smart Shopping. The result was a 152% year-over-year ROAS increase during April–June 2020 and a 65% increase in year-to-date ROAS from February–August 2020 versus 2019, demonstrating a significant performance lift driven by Skai.

Camelot

Ashley Garrison

Search Marketing Lead, Strategic Marketing & Media