Kip&Co is an Australian lifestyle brand known for its fun, colorful, and stylish homewares, bedding and apparel. They have built a loyal and engaged following in both Australia and international markets and engaged the DMG team to fuel their marketing expansion with a full funnel approach to driving awareness, expanding their audiences and increasing their overall effectiveness metrics.
Kip & Co were focused on partnering with DMG to refine and plan a full funnel media strategy and channel plan. With a constant focus on sales, including a heavy focus on ROI for Black Friday and Boxing Day, a strategic plan and focus on delivering both immediate results and longer term consolidated growth was required for the business.
With a flat YoY budget for media increase in budget, DMG focused on deep analysis into segments and category performance to ensure maximum returns and confidence in surpassing quarterly growth targets for revenue.
With a strong desire to evolve the brand’s digital marketing strategy, DMG worked with Kip & Co to overhaul their account structure and creative approach. The goal was clear: drive growth by targeting new customers, align media spend with business priorities and create content that genuinely resonates with key customer segments.
As a new engagement for DMG, evaluation highlighted the need for a complete restructure on the digital media channel accoun. Instead of having a couple of ‘Catch All’ campaigns that were serving every product, all of the time, to everyone, the team created a structure that allowed targeting and spend to be segmented into 3 specific categories. This aligned with Kip’s desire to focus on 3 key areas of the business; bedding, bath and homewares. As part of this new strategy, the DMG team briefed specific creatives for each of these categories in line with customer profiles.
Key to the re-design was also making sure that the new structure focused on prospecting and driving new customers. Due to Kip’s strong loyalty scheme, campaigns were just optimising towards returning customers who were already likely to purchase which was preventing the growth stemming from new customer profiles and segments.
Rather than continuing with the same styled creative, the team leaned into fresh concepts that were backed by performance insights from other clients and DMG best practices. These new ideas were designed to capture attention, showcasing Kip’s colourful and vibrant range, but in a way that allowed them to speak directly to customers through sharp and tailored messaging.
Over the 4 month period DMG helped drive a revenue increase of 27% YoY, surpassing the 16% target set. What was even more impressive was that this included a 2% decrease in spend meaning there was a 30% increase in ROAS YoY.
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