$1m net profit in twelve months for a US paint-by-numbers brand.
We connected paint-by-numbers to the desire for a fun night with friends, then made it easier to buy.
Starting state.
Masterpiece by Numbers sells paint-by-numbers kits of licensed artwork to US customers, many of whom have never painted before. The ads were finding buyers, but growth had slowed and the website was dated.
Two problems sat side by side. The creative sold one idea, a relaxing hobby, to everyone. And the path from ad to checkout had friction that cost sales the ads had already paid for.
What we did.
We widened the reasons to buy. The big one was Girls Night: paint-by-numbers as a night in with friends, with something to show for it at the end. It turned the kit from a solo hobby into a social plan, and it's the angle that scaled the brand.
Around it, we kept testing new desires. Flowers That Never Die sold a kit as a gift that lasts. The Missing Confidence spoke to people who believe they aren't creative. Me Era framed an evening of painting as time for yourself. New concepts went live on a regular schedule, weak variants were switched off and budget followed what worked.
On the site, we fixed what got in the way of buying. Collection cards were simplified and made consistent. Product pages got clearer add-to-cart areas, consistent shipping information, payment badges and tighter wording. The custom-kit page got new imagery, the paint brush upsell was fixed and demonstration videos were set to load without slowing the page.
- Girls Night angle, scripts and creative
- Creative strategy: gifting, confidence and self-care angles
- Ongoing creative testing and budget management
- Simplified collection cards
- Product page add-to-cart, shipping and trust fixes
- Custom-kit imagery, upsell fix and faster-loading demo video
“Girls Night turned a solo hobby into a plan with friends. That's when the brand really took off.”
Joseph B. Kent
Outcome.
Girls Night became the brand's biggest growth driver and took Masterpiece by Numbers to new heights in the US: $1m in net profit in twelve months. A single Flowers That Never Die ad brought in $400k on its own, and in January 2025 the brand did $125,218 in order revenue on $21,099 of Facebook spend.
The products didn't change much. The reasons to buy them did, and the path from ad to checkout got shorter.
- $1mnet profit in twelve months
- $400kfrom a single Flowers That Never Die ad
- 5.9xorder revenue to Facebook spend, January 2025