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Skullcandy Case Study:
Winning Full-funnel Strategy

Key metrics

Skullcandy Case Study:
Winning Full-funnel Strategy
+793% Growth in Earbud Sales Share (in just
5 weeks)
Skullcandy Case Study:
Winning Full-funnel Strategy
111% Overperformance vs. Forecasted Sales
Skullcandy Case Study:
Winning Full-funnel Strategy
OLV CTR of 1.41% (+780% vs. average)

Introduction

Skullcandy is a lifestyle audio brand known for its bold design, youthful appeal, and innovative headphones and earbuds that blend performance with style. This campaign exemplifies a full-funnel advertising success by seamlessly guiding customers from awareness to conversion. Strategic audience segmentation, high-impact video creative, and tailored messaging drove strong engagement, with CTRs and ROAS exceeding benchmarks. Branded search lift, a 793% increase in share within the Earbuds category, and a 111% sales overperformance underscore the campaign’s effectiveness. By leveraging a mix of awareness, consideration, and conversion tactics—alongside Amazon’s Performance+ and bonus media value—Skullcandy not only met but surpassed its launch goals, making this a strong case study in orchestrated full-funnel execution.

Challenge

In 2024, Skullcandy faced declining market share due to rising competition from low-cost overseas brands and struggled to position itself as a premium player. Over-reliance on Sponsored Ads limited brand storytelling , making it difficult to differentiate from lower-priced alternatives. After pausing Display in early 2025, Skullcandy sought strategic support to reallocate spend and rebuild its brand perception. This effort began with the April launch of Method ANC 360, aimed at repositioning Skullcandy as a quality-first, affordable audio brand.

Skullcandy Case Study:
Winning Full-funnel Strategy
Skullcandy Case Study:
Winning Full-funnel Strategy
Skullcandy Case Study:
Winning Full-funnel Strategy

Our approach

To solve Skullcandy’s awareness and positioning challenges, we launched a full-funnel campaign structured around Awareness, Consideration, and Conversion. Each stage featured tailored creative and precise audience targeting aligned to key customer personas. A high-impact video, “The Heist,” anchored awareness efforts, while custom audiences and exclusion logic ensured efficient reach. Mid-funnel tactics reinforced messaging through OLV and display, with added competitor conquesting. Lower-funnel strategies used contextual targeting, retargeting, and Performance+ to capture purchase intent and optimize conversion—delivering a seamless and effective path to purchase.

Our solution

Skullcandy Case Study:
Winning Full-funnel Strategy
“Advanced audience insights and Amazon tools played a critical role in optimizing Skullcandy’s Method ANC 360 campaign. The Forecast Tool enabled precise targeting by narrowing to the most relevant 5% of the IM-Headphones audience. Overlap Reporting identified high-affinity segments for awareness efforts, while customer journey data informed strategic retargeting windows. AMC Frequency insights guided optimal exposure levels, reducing wasted spend. Finally, performance data from 2024 proved OLV’s superior engagement, justifying a 17% allocation in the new campaign—up from 4%—to maximize mid-funnel impact.”
Kurt Dikeman, Client Strategy Lead
kurt.dikeman@amerge.com

Results

Skullcandy’s Method ANC 360 launch exceeded expectations, beating forecasted sales by 111%. The campaign’s “Premium Sound for the People” message successfully positioned the Bose-equipped product as accessible and high-quality. Video proved essential with OLV delivering a 1.41% CTR (+780% vs. average) and Prime Video acting as both an awareness and traffic drive, helping increase branded search 15%. In just five weeks, Skullcandy’s share of Earbud sales grew +793%, with Method quickly breaking the top 100 in the best seller list.  Added-value Display bonus from Skullcandy’s first annual DAA drove 9,442 incremental clicks and 22 purchases, maximizing ROI without added cost.
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