In the right context, The Oodie is the kind of product that sells itself when it scrolls across your social feed. An oversized, fluffy marriage of blanket and hoodie? It’s like a permanent hug that shows up on your doorstep. Yes please.

Of course, to show up on your social feed in the first place, certain media dollars have to be spent. And for a global product at The Oodie’s scale, that’s not an investment to be taken lightly.

Fairing x MTA x MMM

Along with industry-standard tooling in multi-touch attribution and MMM, The Oodie employs Fairing as an attribution safety net, and as a ground truth lens on experimental campaigns.

One of those experiments involved delving into TikTok paid — a channel that often doesn’t present the whole picture through pixel attribution alone, given its proficiency as a brand discovery platform. Tanya Kaliszewski, The Oodie’s Reporting and Insights Lead, tells it best:

TikTok’s efficacy and growth potential is nothing new to Fairing , so it’s no surprise this ground truth in attribution data has since propelled the channel to one of The Oodie’s most successful revenue generators over the longer term.

Zero Party Data Insights Beyond Attribution

The Oodie also uses Fairing’s Question Stream™ to segment their customers for hyper-relevant offers (like birthday deals), and to poll specific buyers for answers to the org’s known-unknowns.

As regional upticks in plain-color (non-patterned) Oodies began trending, the team was curious about consumer motivations and intended use cases. So, they simply asked: “why did you buy this specific color?”

They were met with a bevy of responses, but the most prominent was that these more subtle Oodies were passing for professional attire among the work-from-home crowd — a “business casual Oodie”, if you will. This insight obviously framed the market opportunity in a new light, impacting not just marketing operations, but the product team as well.