Breaking Beyond Brand Reliance

As a market leader commanding 18% of the Australian underwear market, the challenge was clear: to grow further, they needed to shift focus from a brand-heavy strategy to non-brand and acquisition campaigns. Balancing the need for expansion while maintaining their dominant position required a strategic overhaul.

Expanding Through Targeted Niches

We crafted a tailored strategy that capitalized on both their established brand presence and a focus on new audience segments. Custom landing pages were developed for specific niches, like ‘Sport’ underwear, to capture targeted conversions. By restructuring their PMax campaigns, we shifted budget away from brand-heavy efforts and directed it toward non-brand and acquisition campaigns—effectively driving growth while preserving their brand strength.

Scaling to New Heights

This pivot led to remarkable growth: a 400% increase in revenue, even with a 450% increase in ad spend. While ROAS saw a slight decrease (-9.1%), the strategic shift unlocked major expansion opportunities, showing that even established market leaders can fuel growth through targeted, data-driven advertising strategies.