Crafting A Full-Funnel Future

We implemented an incredibly successful full-funnel strategy in H2 2025, navigating Cricut’s highly considered 3-6 month purchase cycle. Q3 was dedicated to building awareness and guiding users into the research phase. This strategy was designed to prime a high-intent audience for the peak Q4 promotional period.

In H2, our UK activity delivered a 27% increase in new users across the site, with revenue finishing 3% above an ambitious target.. Our Great British Bake Off activity directly contributed to a huge incremental order from a key retailer. This growth was a key part of Cricut’s business objective of growing awareness and customers in Europe, and specifically, the UK.

Our Q3 efforts focussed on a 70/30 budget split favouring awareness. We executed a foundational overhaul, strategically shifting programmatic spend to high quality, high-engagement placements. We also expanded the top-funnel mix by launching innovative new awareness strategies like premium CTV through Netflix and Demand gen traffic.

This top-funnel focus proved immediately effective, driving significant growth in engaged on-site sessions and demonstrably lifting brand search intent in the UK. This established a robust pipeline of qualified users, positioning Cricut for a successful Q4 - where we shifted our efforts to converting our pool of potential customers.