MUTIMER
THE CHALLENGE
Protect the brand, amplify the signal. Rather than changing what made Mutimer work, we leaned into it. Powerful imagery and cinematic video were used to evoke emotion and attract buyers who would convert on quality alone.
Use ad dollars for acquisition, let the product do the rest. Paid spend was directed almost entirely at finding net-new customers, with confidence that product quality and brand identity would drive retention organically.
Build a global funnel. Expanded the account architecture into dedicated AUS, UK, and USA campaigns to capture international market share with localised messaging and precise budget control.
THE STRATEGY
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Mutimer had built a loyal customer base through a strong, distinct brand identity. The challenge wasn't to reinvent the brand, but to scale it without diluting what made it work - and to find new customers who would convert and stay.
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The brand needed a creative approach that could carry the emotional weight of the product while performing in a paid environment - moving beyond simple product showcases to content that resonated at scale.
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With a strong domestic foundation, the opportunity was to grow internationally into the US and UK without losing the brand's Australian identity.
THE TRANSFORMATION
Over the last 12-months alone:
The global funnel delivered. Spend scaled significantly in 2025, with the account architecture split into dedicated AUS, UK, and USA campaigns. By 2026, global targeting was added via Advantage+ for broad awareness, cementing Mutimer's position as a structured global e-commerce business.
Algorithmic retargeting matured the account. The introduction of the SS: Adv+ Catalogue (Evergreen) campaign in 2026 quickly became the #1 spending campaign YTD, signalling a shift from manual audience targeting to product-led, algorithmic creative testing at scale.
Cinematic creative became a commercial engine. Collections like The Last Australian Bullrider, HEADNOISE, and My Own Inner Ballet weren't just brand moments - they were the top-performing creative in the account. Format diversification across statics, video, and craft explainers kept the feed fresh while scarcity messaging ("SOLD OUT | NEXT DROP") built sustained demand between drops.
THE RESULTS
Over the last 12-months alone:
Revenue more than doubled YoY and is up 678% compared to the same period two years priorReflecting the compounding effect of a structured global funnel built on brand integrity rather than discounting.
30,000+ net-new customers acquired in 12 monthsDriven by dedicated TOF/MOF campaigns across Australia, the UK, and the USA, with spend scaling 367.3% in 2025 alone.
BFCM period grew +319% with zero promotional activityThe strongest possible proof point that Mutimer's demand is brand-driven, not discount-driven. While competitors relied on sales to spike revenue, Mutimer let the product and creative do the work.
Conversion rate improvementAchieved not through landing page optimisation alone, but through better creative-to-audience alignment: cinematic collection drops finding the right buyers at the right moment in the funnel.