The Project & The Brief

The business was under new ownership, and unfortunately in all the many tasks that come with purchasing a business, no marketing activity had been completed since June. Luckily, sales had still been relatively steady, and there was an audience of customers eagerly waiting for a new range to be launched.

Stock was due to be delivered in the coming week, after which the creative team were set to produce a campaign video and series of stills, as well as a full in-studio ecommerce shoot. They were interested in collaborating with H&H on the development and rollout of the launch plan. Below you’ll find the details of the project, all of which we pulled together as a team for an incredible two week turnaround.

The Solution - A Refreshed Website

There’s no point in having completely refreshed content if you’re putting it into an outdated website. Under the guidance of the project graphic designer, we redesigned the whole website to match the strategic direction of the brand, and improved user experience.

The Solution - Email Marketing Flows

We’re big believers that email marketing should be a crucial part of your digital strategy if you’re an e-commerce business. For this project, we set up our four-part process.

  • Top of Funnel Lead Magnet

  • Abandoned Cart Flow

  • Post Purchase

  • Weekly Community Nurturing

The Solution - Organic Social Media

A really important part of this plan was to time the launch, and pre-launch social media activity, as well as we could around Black Friday. Black Friday is undoubtedly the hardest time to cut through on social media with so much sales content being pushed out.

We knew it was crucial to have some activity on social media prior to the launch, as the existing followers hadn’t seen any activity from the brand since June. The decision was made to put out two posts in the week prior to launch in order to feed the algorithm, and start the path to purchase flow prior to launch.

Launch was planned for (and executed) the day after Cyber Monday. This was a strategic decision based on the knowledge that brands would likely be taking a breather and not pushing out as much content the day after the biggest sales of the year finishing, as well as switching their ads off, giving our organic content a much better chance of cutting through.

Launch day saw the campaign video being distributed across socials, as well as email marketing. Stories were a large portion of the launch strategy and interactive elements were used heavily to encourage two-way communication and increase algorithm signals.

The Solution - Paid Social Media

  • Campaign video, stills, and dynamic content targeted to strategically designed Advantage Plus audiences.

  • Dynamic content retargeted to web visitors, separated by AU & NZ audiences to improve reporting accuracy.

  • A refresh at the 8-week mark saw the introduction of Valentine’s Day messaging.

The Results - Email Marketing

  • $9k from campaigns.

  • $12.5k from flows.

  • Abandoned cart - Majority converted from first email.

The Results - Organic Social Media

  • 3% engagement rate

  • 237K reach and 661k impressions

Overall Social Media Campaign Results

  • 15K clicks.

  • $15k clicks.

  • $0.16 CPC.

  • 106 conversions.

  • $5.81 ROAS (this dropped in final weeks due to Valentine’s day and budget being stretched too thin).

  • $14.5k in sales from just a $2.5k spend.

  • Previously the business had run a campaign with $3.44 ROAS and $58.7k return from $17k spend.


Total investment covered within 6 weeks, total revenue in 3 month period in excess of $40K