A Little Background
Chain Reaction Cycles (CRC) is one of the world’s largest online bike shops. The CRC journey began in 1984 as a small family business in Northern Ireland, serving and supporting local cyclists. It’s been an incredible ride so far, with the company growing to over 450 cyclists, swimmers, runners, and passionate professionals supporting a global community of cycle and multi-sport athletes. In addition to cycling goods, Chain Reaction sells triathlon equipment, swimming products, and casual sports / outdoor apparel.
Marin allows us to optimise budget and campaign performance without the need for constant monitoring and manual campaign amends. Allowing us to focus on higher-level coordination as opposed to hands-on tasks involved in running a successful promotion. Having a single access portal to view and manage campaigns across multiple accounts and markets has been extremely helpful for us as a business which works across multiple countries and currencies at any one time. From the tool we have seen impressive results which we may not have achieved without using this.
The Challenge
Chain Reaction Cycles continues to expand across global markets and benefit from the increasing popularity of cycling, all while promoting over 500 brands in its catalog. On top of such rising interest and rapid growth, the team tasked with driving volume found it difficult to properly manage a complicated promotional matrix where multiple sales are running simultaneously, across anywhere from six to 12 countries and time zones. As an example, a sale may be a 20% discount in the UK, but 10% in the US. The activation/evergreen times are all different, and then factor in nuances to creative copy for language and positioning—and, of course, the core duty to deliver results to hundreds of vendors who count on CRC to sell its product.
There was also the critically important task of allocating budgets to the most effective audience at any given time, across multiple interest-targeted and lookalike audiences. CRC sought a tool that would reduce manual optimization work on the account, and help them shift and reallocate budgets effectively across their Facebook audiences. The main goal was maximizing volume while reducing cost per acquisition. This was an important midsummer clearance campaign, and they needed to sell as much as possible to seize the opportunity while keeping costs low.
Solution
The CRC team applied Automatic Budget Allocation for Marin Social to automatically redistribute budgets in real time. The budget algorithm allocated ad spend between interest-targeted and lookalike ad sets based on which were performing the best. This freed up the CRC team to plan for emerging markets and focus on efforts like strategic copy testing.
Additionally, the simple yet powerful bulk creator enabled the team to quickly create multiple ad variations targeting multiple audience segments at the same time. Uploading within a single portal helped the team keep messaging consistent and created a cohesive voice around a sale while maintaining nuances to each market.
Results
After turning on Budget Allocation, conversions for the UK accounts increased by 90% relative to the the prior two months. At the same time, CPA was down by 47%. With such high volume in the spring/summer months as cyclists are gearing up for the riding season, the ability to automatically shift budgets between campaigns where they’re most effective is (unsurprisingly) very useful. Though sometimes difficult to quantify, the time saved by leveraging automation for budget allocation was substantial and allowed the team to focus on more strategic directives (and, the occasional break or late lunch).
We know that AI is everywhere, but it’s still worth taking a moment to think about what the year ahead has in store for us. We present our thoughts on the most meaningful forces driving changes for performance marketers in 2024.
1. AI Transforms Supply
Artificial intelligence is redefining how we find and access information information, which means the surfaces for advertising will continue to evolve. AI-driven Search, like OpenAI's ChatGPT, Perplexity, and even Google Gemini, is better than a page full of links.
These AI systems are shifting user behavior, with more consumers preferring AI-powered search to deliver contextual answers. For advertisers, this means evolving ad formats integrated into conversational AI interfaces. OpenAI is “weighing” whether to offer ads. Imagine AI-guided shopping assistants recommending products based on real-time queries, with ads seamlessly embedded into these interactions. The challenge will be adapting inventory and placements to fit this new AI ecosystem.
2. AI Transforms Creative
Generative AI is revolutionizing ad creative, enabling brands to produce personalized, immersive content at scale. Instead of static messaging, brands can deploy dynamic campaigns that adapt to audience sentiment and trends in real time.
Even Coke has released an AI-generated commercial. The Ad Platforms are rushing to expand generative AI capabilities. As these tools mature, the "right message to the right audience" paradigm will feel outdated, replaced by hyper-responsive creative that shifts with cultural "vibes." This ability to quickly iterate creative will empower marketers to stay relevant and resonant.
3. AI Transforms Workflows
AI is moving beyond answering questions—it’s starting to do the work for us. We have long automated routine tasks like budget allocation and campaign creation, but this year, AI agents can get s#@t done for you with a simple prompt. This evolution is helping marketers focus on strategy and insights rather than execution.
Reactive Agents are great and will have a significant impact on daily tasks. Still, proactive AI continuously scouring your account for opportunities and inefficiency will lead to even better performance, driving efficiency and scalability like never before.
4. Shoppable Everything
The boundary between content and commerce is blurring. Social platforms, streaming services, and even podcasts are integrating shoppable ads to meet consumer demand for instant gratification. Platforms like Instagram, TikTok, and YouTube have already launched robust shopping integrations, but the trend is expanding.
In 2025, expect "shoppable everything" to gain traction, from QR codes on live streams to in-app shopping experiences on emerging platforms like BeReal. Have you bought something from your TV yet? Next year, you probably will. According to eMarketer, social commerce sales are projected to reach $1.2 trillion by 2025, with brands investing heavily in seamless, purchase-ready experiences.
5. Ads Everywhere
Subscription fatigue is real, and platforms are responding by increasing ad-supported models. From Netflix to Disney+, previously ad-free platforms are introducing tiered subscriptions with ads, creating new inventory for marketers.
Retail media networks are also booming, expected to command 25% of media spend by 2028, according to eMarketer. Anyone who has a captive audience is building a media network (see Western Union). This diversification offers brands more options to reach their targets, but it also requires careful strategy and tooling to manage campaigns across these expanding networks.
6. Evolving Privacy Laws
Consumer privacy continues to be a focal point, with eight new U.S. state privacy laws going into effect in 2025. These are similar to California's CCPA but add complexity for marketers, who must navigate an increasingly fragmented regulatory landscape.
Compliance will require robust systems to manage consent and protect consumer data. Additionally, marketers must focus on privacy-compliant targeting strategies, such as first-party data and contextual advertising, to stay competitive in a cookieless future.
7. The New Measurement Imperative
Accurate measurement is increasingly challenging as data collection becomes more challenging, especially if you rely on last-click attribution. Marketing mix modeling (MMM) and incrementality testing are emerging as key tools to evaluate campaign performance. Meta offers Robyn, Google has Meridian, and independent solutions address this measurement challenge.
But a better understanding of how your investment is performing and shifting dollars to the highest-performing opportunity can significantly improve your performance…what would you do with a 5x increase in conversions?
8. Google DOJ Ruling: Uncertainty, but No Immediate Action
The U.S. Department of Justice's antitrust case against Google creates uncertainty in the ad tech space. The DoJ has thoughts, however, with a new administration likely to take office in 2025, material changes to Google’s business model are unlikely in the short term.
However, given this continued uncertainty and the broad range of other platforms, marketers are wise to lessen their dependence on the Google marketing stack. Staying nimble and monitoring regulatory developments will be crucial to navigating potential disruptions.
9. The Shift to Contextual Targeting
As third-party data diminishes, contextual targeting is making a comeback. This strategy focuses on placing ads within relevant content rather than relying on individual user data, creating opportunities for brands to align with consumer interests in a privacy-friendly way.
The Burger King ‘Whopper Detour’ campaign is a prime example of successful geo-targeted contextual advertising. Innovatively leveraging location-based marketing, the campaign strategically targeted those within 600 feet of a McDonald’s location. By setting up a geo-fence around competing restaurants, Burger King could identify and connect with potential customers who were nearby. The ad was triggered by the customer’s proximity to McDonald’s and offered contextually relevant content, appealing to individuals who were likely already considering fast food purchases.
10. Cross-Channel Alignment
With more platforms and channels than ever, cross-channel alignment is essential. Consumers expect seamless experiences across devices and touchpoints, and marketers must deliver cohesive campaigns to stay competitive.
Managing and optimizing your programs in a unified platform is the cheat code for 2025. This type of integration streamlines workflows and ensures consistent messaging and performance measurement across all channels. In 2025 breaking down internal silos is a must-do.
Conclusion
Performance marketing in 2025 will be defined by the continuation of many of the themes we have been living through, but that doesn’t make them any less impactful. Staying ahead means embracing AI, preparing for regulatory changes, and adopting strategies prioritizing privacy and cross-channel integration. By aligning with these trends, marketers can position themselves for success in an increasingly complex and competitive landscape. Need help keeping up?
