Kip&Co is an Australian indie brand known for its fun, colorful, and stylish homewares, bedding, and apparel. They are known for their colourful and eclectic styles and designs and have built up a loyal following in both Australia and international markets.
We have worked with their team in Melbourne to support their Digital Media.
After navigating through a busy Q4 with multiple sales - including Black Friday and Boxing Day - Kip & Co needed a refreshed strategy revised channel plan to hit their targets for growth in 2025.
With no increase in budget Digital Minds conducted some deep analysis into how to maximise returns towards the 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:
After inheriting the previous agency's account structure the team worked through a complete redesign. 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 areas of the business; bedding, bath and homewares. As part of this new strategy, the DMG team were clear on the need for specific creatives for each of these categories to help ads to be as relevant as possible to each type of customer.
Key to the re-design was also making sure that the new structure focused on prospecting and driving new customers. This was because, due to Kip’s strong loyalty scheme, campaigns were just optimising towards returning customers who were already likely to purchase, causing new customers to stop growing.
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.