How We Scaled Piping Hot to Achieve a Highly Profitable Return on Ad Spend

Piping Hot Case Study

The Client

An iconic brand, Piping Hot have been part of Aussie surf culture since 1975. Having sold their clothing in Target stores Australia-wide, they recently transitioned to online retail in response to COVID-related revenue loss.

The Challenge

Having previously relied on Target’s advertising of their range, Piping Hot were starting from scratch when it came to their digital marketing efforts. While this was certainly a challenge, it also provided an opportunity to assess every aspect of the marketing funnel to ensure that our ads had the best chance of performing well.

The Strategy

We started with an intensive audit across the Piping Hot website, focusing primarily on creating a better user experience. After identifying a number of factors that would negatively affect conversions, our suggestions for improvement were implemented, increasing the conversion rate from 1.2% to 2.9% straight away.

From here, we tested a cross-channel strategy, displaying ads across Facebook and Google. When it became clear that Facebook was significantly outperforming Instagram in terms of generating revenue, we pivoted and directed a larger percentage of the ads budget to the better-performing platform.

Deploying ads that evoked a sense of nostalgia, and carefully targeting our best-performing audience of 35-45 year old mums (those who grew up with the Piping Hot brand), we were able to achieve a return on ad spend of 5.25 over a key sales period. A fantastic result!