Whole Wood Playhouses

About the client

Whole Wood Playhouses is an Estonian company that manufactures handcrafted wooden playhouses with an emphasis on natural materials, durability and smart design. The company operates internationally, having been active in the US market for several years.

The challenge

USA mängumajade turg on suur, küps ja tugevalt brändistatud. Konkurentsis domineerivad sellised nimed nagu Little Tikes ja KidKraft, kellel on hiiglaslikud reklaamieelarved ja pikaaegne kohalolu. Eesti tootjal oli vaja leida viis, kuidas murda läbi kohalikust reklaamimürast ja suurendada müüke nii ida- kui läänerannikul, kasutades piiratud eelarvet.

Purpose

The aim of the campaign was to maximise sales and increase brand visibility in the US.

Strategy

We developed a data-driven Google Ads strategy that combined a Performance Max campaign and search ads to reach the most likely buyers in two key US markets:

• East Coast – urban-centric audience that values practicality and fast delivery.
• West Coast – design-conscious, home aesthetic and environmentally aware target group.

The focus was on a clear value proposition: “A premium play house that can be installed in two hours.”

The campaign was continuously optimised, using testing in ad copy, price display and design language to increase conversion rates and reduce cost per purchase.

Timeline

Six months (February-July 2025):

• We created Performance Max campaigns supported by Google Search Ads and remarketing.
  
• We used precise targeting geographically and demographically to reach parents in high-income areas.
  
• We regularly analysed CPC, CPA and ROAS indicators to ensure optimal performance and cost efficiency.

Results

The campaign generated significant sales and ROI, confirming that a small Estonian brand can compete successfully in the US market:

• ROI: 9.52 or 952%
  
• 63,829 engagement
  
• 796,014 advertising
  
• CPC $1.15, Cost per View $0.086, Cost per Action $721.80 per purchase

Key takeaways

• The local adaptation (taking into account the differences between the east and west coasts) gave a clear sales advantage.
  
• The campaign proved that with the right strategic partner, it is possible for a small company to reach the premium US market and sell its product profitably.