Summi summi

THE CHALLENGE

Acquisition through content, not just spend - Built a strong new customer acquisition engine through paid ads, while leaning into EGC and creator-led content to build trust and meet customers at every stage of awareness.

Retention to protect LTV - Balanced the acquisition push with a deliberate email retention strategy to keep loyal brand followers engaged and purchasing between drops.

Capitalise on peak moments - Built dedicated, high-intensity campaigns around BFCM, Boxing Day, and Afterpay Day to convert the brand's growing audience at the moments they're most likely to buy.

THE STRATEGY

  • The brand had a loyal following but was stuck below a key revenue threshold, unable to convert brand affinity into consistent growth.

  • The product mix and customer messaging weren't driving the basket size needed to scale profitably.

THE TRANSFORMATION

Over the last 12-months alone:

  1. Shifting from collection based language to true brand USPs

  2. From ‘New Collection’ to ‘Dopamine Dressing’ tapping into the brand DNA.

THE RESULTS
Over the last 12-months alone:

Revenue grew +23% YoY

Reflecting the compounding effect of a brand repositioned around identity rather than product.

New collections now reach net-new audiences, not just existing customers

A direct result of shifting targeting architecture from manual lookalikes to broad and Advantage+ AI-led delivery.

BFCM grew +41% YoY

Through strategic spend and creative intensity, not deeper discounting.

Conversion improvement came from a language shift, not a landing page fix

Moving creative strategy from "New Collection" to "Dopamine Dressing'" changed who the ads reached and how they resonated.

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