BibBoards: 159% YoY Growth Through Strategic 

 Scaling and Product Diversification 

Industry
Sporting Goods

Services
Meta Ads, Google Ads, X Ads, Content Production

The Brand

In the world of endurance sports, where every second counts and comfort is key, BibBoards emerged as a game-changer. 

Founded in 2016 by Brian Goodell, a former Division I college football player turned entrepreneur, BibBoards set out to solve a simple yet persistent problem: the inconvenience and potential harm caused by traditional safety pins used to fasten race bibs.

“I wanted to rid athletes of the disadvantages of the old rusty safety pins,” Goodell explains. “There was a clear market need for a better bib fastener that wasn’t a magnet or sticky bib that ruins athletic apparel.”

BibBoards’ flagship product, BibSnaps, are patented snap & lock bib clips that runners have come to love. These eco-friendly, reusable alternatives to disposable safety pins benefit not just the athletes, but also the environment, races, and sponsors.

But BibBoards isn’t just about solving a practical problem. As Goodell puts it:

"BibBoards strives to create fun new modes of self-expression, through useful consumer products. We help consumers and organizations by providing new, inexpensive and surprising ways to distribute their own messages and brands."

The Challenge

Despite its innovative product and clear value proposition, BibBoards faced the challenge of scaling its business in a competitive market. The company needed to increase its revenue, order volume, and average order value while maintaining profitability.

When BibBoards partnered with Adacted in June 2023, they were looking at:

  • Monthly revenue of $26,506.45
  • 747 monthly orders
  • An average order value (AOV) of $37.86
  • An average order value (AOV) of $37.86

The goal was clear: scale the business significantly while improving key metrics across the board.

The Strategy

Adacted developed a multi-faceted strategy to drive BibBoards’ growth:

Aggressive Paid Advertising:

  • Heavy focus on Facebook advertising with   continuous optimization
  • Experimentation with Twitter ads
  • Implementation of retargeting strategies

Dynamic Creative Development:

  • Regular creation and testing of new video content, including user-generated content (UGC)
  • Development of themed ads for holidays and special events
  • Experimentation with AI-generated content
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Flexible Budget Management:

  • Dynamic allocation based on performance
  • Scaling up during high-performing periods and holidays
  • Reducing spend during slower periods to maintain profitability

Technical Optimization:

  • Implementation of advanced tracking solutions (e.g., Triplewhale)
  • Optimization of pixel and conversion tracking

Product Diversification:

  • Introduction of new products (e.g., Strawtoppers, Mesnaps)
  • Focus on custom designs and bulk orders

Strategic Pricing and Offers:

  • Testing different promotional offers (e.g., “Buy 2 Get 1 Free”)
  • Strategic price increases to improve margins and AOV

The Results

The results of this comprehensive strategy were nothing short of remarkable:

  • 159% Year-over-Year Growth: The 6-month period in 2023 saw revenue skyrocket by +159% compared to the same 6-month period in 2022.
  • 181% Increase in Order Volume: Order volume increased by 181% in 2023 during the 6-month period compared to 2022.
  • 16% Increase in AOV: From $37.86 in June 2022 to $44.03 in  May 2024.
  • Improved Ad Efficiency: Consistent achievement of 2x+ blended ROAS (Return on Ad Spend) by March 2024.
  • Reduced CPR: From $38 in June 2023 to fluctuating between $18 to $26 throughout the period.

Key Milestones

  • August 2023: Achieved consistent 100+ order days
  • November 2023: Reached peak daily ad spend of $3,000-$6,500
  • December 2023: Record-breaking month with +416% and +379% in  revenue      
  • January 2024: Restructured the pricing strategy, leading to a 16% increase in AOV
  • March 2024: Achieved sustained 2x+ blended ROAS

The Secret Sauce

Continuous Testing: Regular experimentation with new creatives, audiences, and strategies kept performance improving.

Balancing Scale and Efficiency: Constant adjustment of ad spend to maintain profitable ROAS.

Product Diversification: New products like Strawtoppers and Mesnaps opened new growth avenues.

Product Diversification: New products like Strawtoppers and Mesnaps opened new growth avenues.

Technical Precision: Reliable tracking and attribution were crucial for performance analysis and optimization.

Content Strategy: User-generated content and diverse creative formats maintained ad performance.

Strategic Pricing: Price increases significantly impacted profitability and ability to scale advertising

Brian Goodell, founder & CEO of BibBoards, praises Adacted’s approach:

"Good at what they do. Willing to adapt and get better andwe do. Test to improve is key. They do not settle for mediocrebut strive for performance."

Brian Goodell, founder & CEO of BibBoards

The Future

With a solid foundation of growth and a proven strategy in place, BibBoards is poised for continued success. The company’s journey from a niche product to a thriving e-commerce business demonstrates the power of innovative products combined with strategic digital marketing.

As BibBoards continues to expand its product line and reach new markets, one thing is clear: this is a brand that’s not just fastening bibs, but also securing its place as a leader in the sports equipment industry.

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