Born in the Byron Bay Hinterland, Lilly Pilly Collection draws inspiration from the natural environment and coastal lifestyle to create timeless feminine pieces that are elegant and flattering. With a dedication and commitment to creating ethically sourced clothing, Lilly Pilly Collection is creating quality pieces that fit our beautiful way of life.
The business objectives of the Lilly Pilly Collection campaign were to increase brand awareness, boost engagement, and drive sales. These objectives were translated into a focused marketing objective of increasing website traffic through detailed targeting. By aligning the campaign’s marketing strategy with these business goals, the approach was to leverage precise and strategic targeting on Google and Meta platforms to reach and engage with a specific audience interested in sustainable fashion. This targeted approach was designed to not only draw more visitors to the Lilly Pilly Collection website but also to convert this increased traffic into tangible outcomes such as higher engagement rates and increased sales, directly supporting the overarching business objectives.
Specific Challenge:
Lilly Pilly Collection’s founders had previously ran their own meta campaigns but struggled to achieve consistent results. Recognising the need for specialised expertise to navigate these challenges and maximise their return on investment, this is when Lilly Pilly Collection turned to GRAVITATE Digital for marketing support.
Other Marketing Objectives:
Aligning on campaign goals and metrics:
Aligning on campaign goals and metrics for Lilly Pilly Collection involved a collaborative approach between ourselves and the client. Understanding the brand's mission to increase brand awareness, engagement, and sales, we translated these business objectives into concrete marketing goals, focusing on driving targeted website traffic and enhancing the customer journey towards purchase.
To ensure the campaign's alignment with Lilly Pilly Collection's bottom line, we established key performance indicators (KPIs) such as website traffic volume, click-through rates (CTR), conversion rates, and overall return on ad spend (ROAS). These metrics were chosen for their direct correlation with both immediate and long-term business growth, including customer acquisition and retention.
Our account framework consisted of a combination of Search Campaigns, Performance Max Campaigns, and Dynamic Campaigns.
To kick off, we started with Search Campaigns that consisted of keywords relevant to Lilly Pilly Collection’s brand that targeted customers who were actively searching for their products and services.
By leveraging the use of Performance Max Campaigns we were able to display our products on Google’s shopping feature which allowed us to showcase our products visually.
We then used a Dynamic Campaign which dynamically pulled keywords directly from the Lilly Pilly Collection website. This innovative approach allowed us to create highly relevant and personalised ad content that resonated with our target audience.
The campaign we ran from June to December delivered outstanding results, significantly surpassing our initial objectives across all key performance indicators (KPIs). Impressions increased by 237.374%, which grew the brand visibility across Google and Facebook, reaching a much broader audience.
The Return on Ad Spend (ROAS) saw an impressive rise of 1427.27%, indicating a highly efficient and profitable advertising effort. C
Conversions grew by 2223%, demonstrating the campaign's effectiveness in engaging and converting the audience into taking desired actions, directly contributing to sales growth.
Moving forward, the insights gained from this campaign will guide our future advertising strategies to ensure continued success for our client. We plan to optimise our targeting and creative strategies, explore new channels and technologies, and continually adapt our approach based on performance data and market trends. This campaign has set new benchmarks for our KPIs, allowing us to aim for even higher performance standards and business outcomes in our subsequent initiatives, maintaining momentum and driving further growth for our client.
Getting the word out to Australia with Google and Meta Ads.
Reducing cost per conversion and increasing lead volume.
Lilly Pilly Collection's advertising campaign leverages Google and Meta ads to amplify its sustainable fashion ethos, aiming to attract eco-conscious consumers and nurture a cycle of repeated engagement and purchases within its digital ecosystem.
SEO notably lead to an increase in quality traffic to the site, which saw an increase in form submissions, marking a substantial growth in inquiries. Goanna Electrical began receiving inquiries from previously untapped areas, embarked on a wider variety of projects for clients, and saw an uptick in requests for commercial electrician services. These achievements have not only enhanced their visibility but also solidified their position as a preferred provider in a highly competitive market. However, we view success as an ongoing journey rather than a final destination. Goanna Electrical has recently initiated a Google Ads campaign with us, aimed at further boosting lead inquiries. With this new service addition, we are dedicated to sustaining and building upon the momentum generated by our SEO efforts, ensuring Goanna Electrical continues to lead in their field.
Tint-a-Home, Queensland's leading window tinting service provider with over three decades of industry experience, embarked on a strategic collaboration with GRAVITATE Digital in early 2022. The primary objective was to harness the power of digital advertising through Google Ads support during a period of reduced business activity.
Inspire Accountants achieved an influx of registrations and a 44% reduction in the cost per registration for their online Save Tax Workshop, utilising a multi-channel approach through Facebook & Instagram to reach a wider audience and drive registrations.
The May campaign resulted in a significant influx of high-margin product sales for CPAP Specialists. Google CPC remains a cornerstone of the strategy, contributing to more than 66% of all conversions for the business.
GRAVITATE Digital generated consistent high-quality leads for One Source Flooring, a company that specialises in the competitive carpet and flooring industry, through the effective use of Google Ads.
The Service Centre's objectives for their Google Ads account were to drive quality traffic that converts to new leads, such as phone calls, emails, or online bookings, for their two mechanic shops.
Gravitate Digital helped JHA Australia, a leading structural engineering firm, generate consistent high-quality leads and track ROI with Google Ads.
Christmas/Boxing Day Sales
Reducing cost per conversion and increasing lead volume
Reducing cost per conversion and increasing lead volume with Google Ads.
Reducing cost per conversion and increasing lead volume with Google Ads.
The launch of paid advertising for MegbyDesign with a multi-channel approach across Google, Facebook, and Instagram. The brand partnered with GRAVITATE Digital to achieve its goal of growing its online presence.
Visage Building Group designs and constructs commercial and industrial buildings as well as facade refurbishments and fit-outs. The building group partnered with GRAVITATE Digital in 2021 for digital advertising support and lead generation to build a renowned reputation in delivering design and build solutions to Brisbane, Ipswich and surrounding regions.
Brookfarm's e-commerce sales and advertising strategy focused on introducing new customers, maintaining brand awareness and ensuring consistent buying cycle behaviour throughout the sales pipeline. Brookfarm partnered with GRAVITATE Digital in 2021 with the goal of expanding their brand awareness Australia-wide and becoming a well-known household name.
For this campaign, Suncoast Fresh were looking to drive new audiences to purchase a new product offering and to be able to measure the results of their ad spend.
AJ Building & Restoration recognised the importance of a strong online presence to be able to deliver their services efficiently to people in need. They partnered with GRAVITATE Digital to establish a robust digital strategy and spread their message for all things building and restoration.