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Case Studies

What Heaps Normal Can Teach You About Truly Knowing Your Audience

What The Brand, Heaps Normal, Can Teach You About Truly Knowing Your Audience

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Heaps Normal, the Australian non-alcoholic beer brand, defines its audience by psychographics rather than demographics, and that understanding comes from inputs most businesses already hold: reviews, DMs and comments, observed behaviour across site visits and purchases, social sentiment, and the language customers use about their own challenges. Its “Do Your Best” Dry July campaign is […]

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Patagonia Marketing Campaign Don't Buy This Jacket

How Patagonia proves purpose and performance can go hand-in-hand (when you know how to use your data)

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Patagonia proves purpose and performance can work together by grounding bold campaigns in data. The “Don’t Buy This Jacket” ad and the Worn Wear repair program both drew on audience behaviour, engagement trends and customer sentiment. Small businesses can do the same using Google Analytics, reviews, testimonials and sales conversations they already hold. Patagonia isn’t

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GlobCom 2014 Boston

How Listening, Structure, and Smart Metrics Turned a Global PR Project Into a Winning Pitch

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A student communications plan for ZEISS Vision’s rural India eye care initiative won a global GlobCom pitch by building measurement in from the start. Four pillars carried it: collaboration, strategy tied to SMART objectives, creativity with purpose, and data. The same principle applies to small business marketing today. Yesterday, I jumped on a podcast to

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What’s Possible When You Tap Into Your Marketing Data

How Data-Driven Insights Made The Penny Campaign a Success

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The Penny Campaign, an awareness-led campaign for Penn & Lytics, produced four insights. Meta Ads data showed which hooks resonated, and rewriting the lead magnet messaging from features to benefits lifted downloads 40% overnight. Return visitors reached 32% and held for months after the campaign ended through retargeting. Imagine running a campaign and actually knowing

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What Small Businesses Can Learn from Super Bowl Ads

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What small businesses can learn from Super Bowl ads is that measurement matters more than budget. A 30-second spot cost around $7 million in 2024 and returned an average $4.60 per dollar spent. The principle scales down. Start by calculating your website conversion rate, then track the actions that follow. Did you watch the Super

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Zero Co - 71% of Customers Demand Personalisation.Here’s How Zero Co Nails It (and What You Can Learn)

Customers Demand Personalisation, Here’s How Zero Co Nails It

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Zero Co, the Australian sustainable household brand, uses purchase history, website behaviour and email engagement to time refill reminders and tailor product recommendations. McKinsey research found 71% of consumers expect personalisation online and 76% are frustrated without it. Small businesses can apply the same principle using the purchase and engagement data they already collect. When

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increase online sales through using your data

How The Iconic Uses Data-Driven Strategies to Increase Online Sales

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The Iconic, one of Australia’s largest online retailers, uses four data-driven strategies to increase online sales: customer segmentation for targeted campaigns, personalised product recommendations based on browsing and purchase history, SEO to grow organic traffic, and A/B testing across its website and app. The same approach scales to smaller ecommerce businesses. In the fast-paced world

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How beauty giant MECCA increased loyalty, engagement and sales through data led personalisation

Blog, Case Studies /

MECCA, the Australian beauty retailer, uses customer data to personalise every touchpoint: its Beauty Loop loyalty program tracks purchase history, browsing behaviour and product reviews, which feeds tailored product recommendations across its website, app and stores. Personalised email campaigns and data-informed store layouts follow the same principle. Small businesses can apply this using their own

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