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The DTC outdoor furniture brand piloted Angler on Meta and saw impressive improvements. They rolled out Angler AI across their media spend on Meta to optimize campaigns towards acquiring high value leads and moveable middle.
Outer, a fast growing direct-to-consumer outdoor furniture brand, was founded to bring life outside, creating the most durable, comfortable, and sustainable furniture so we can feel inspired to disconnect from our screens and instead connect to nature and the people around us.
Outer's revolutionary Neighborhood Showroom model encourages prospective customers to experience Outer furniture in real-life backyards.The brand was named one of Inc.’s “2021 Best Workplaces” and the “Fastest Growing Home Brand” of 2020 by SimilarWeb.
Outer’s customers typically experience a longer consideration cycle. After discovering the brand online, they often continue their research offline, which frequently includes visiting a Neighborhood Showroom before making a purchase. The final purchase might take place online or via telesales, with many customers taking several weeks to move from discovery to decision.
Focused on digital marketing, Outer aimed to engage more effectively with qualified traffic and drive increased visits to their Neighborhood Showrooms, expecting these visits to result in higher conversion rates. Their objective was to track how daily ad spend influenced qualified leads and verify that those leads were indeed converting at a higher rate. By establishing this data-driven insight, Outer planned to scale their paid marketing confidently using a direct response approach.
In the summer of 2024, Outer partnered with Angler AI for a 30-day free pilot, targeting improvements in their purchase optimization campaigns. The primary objective was to drive new customer acquisition by optimizing paid campaigns on Meta. Additionally, Outer sought to gain deeper insights into their customer segments to enhance their cross-channel marketing strategy.
Following a successful pilot, Outer expanded its use of Angler AI to enhance lead acquisition efforts. They began by utilizing Angler’s predictive lead scores directly within Outer’s Meta Ads Manager, providing both their marketing team and agency with clear insights into which campaigns, ads, and creatives were driving high-quality leads. With this data, they were able to optimize their lead-focused campaigns further by leveraging Angler’s custom events for high-value leads, ensuring a more targeted and effective approach to driving cost per converted lead down.
As a headless Shopify store, Outer seamlessly integrated Angler by installing its app through the Shopify App Store. This allowed Angler to access their historical backend data, including order headers, line items, products, and customer information. Outer’s engineering team then implemented Angler’s tag through Google Tag Manager (GTM), enabling the platform to receive both standard ecommerce events and custom events. Finally, Outer connected their Meta Ads Manager and datasets to Angler using Angler’s intuitive web interface, completing the integration.
With this setup in place, Angler implemented predictive CAPI and advanced measurement solutions, including predictive lead scoring and custom events for high-value leads, optimizing Outer’s marketing efforts for measurable impact.
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In early summer, Outer conducted a two-week A/B test on Meta, comparing two campaign strategies. The challenger campaign utilized Angler’s predictive CAPI to optimize for purchase events with the new dataset, while the control campaign continued to rely on their legacy dataset powered by their homegrown CAPI and Facebook browser pixel. The results were remarkable: Angler’s predictive CAPI reduced customer acquisition costs (CAC) by 73% and improved return on ad spend (ROAS) by 51%, with 89% statistical significance.
Following the success of this test, Outer decided to subscribe to Angler just before their busy July 4th sale, shifting roughly 50% of their budget towards campaigns optimized using Angler’s predictive CAPI. During the peak summer months, Outer saw a 68% reduction in cost per order and a 52% decrease in cost per add-to-cart.
After Labor Day, Outer adjusted their paid marketing strategy to focus on acquiring high-value leads that could be nurtured during the off-peak season and converted to purchases in early spring. To achieve this, Outer began using Angler’s predictive lead scoring to evaluate lead quality and optimize campaigns with Angler’s high-value leads custom events. Additionally, Outer’s data team leverages Angler’s predictive intelligence for internal reporting and strategic insights.
Angler AI and their team have been instrumental in helping us reduce our acquisition costs on Meta ads. As the CTO at Outer with a headless Shopify setup, integrating Angler's predictive ad performance AI was seamless. Reeto and the entire Angler team were hands-on throughout the proof of concept phase and every step of the way. The results they helped us achieve with our performance marketing efforts are impressive: we saw a 64-72% reduction in Cost per Order and a 52% decrease in cost per add-to-cart. We look forward to expanding Angler into other channels as well as with our lead acquisition efforts.
Chief Technology Officer
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