The account was mixing three distinct fabric tiers—Sculpteur®, Singuleur®, and Embodee™—in single ad sets, causing the algorithm to blur messaging, dilute budget, and reset learning across launches. Geographic reach was limited to Australia, and without a tiered system or testing framework, seasonal collections were pushed with no scalable process. Reporting couldn’t isolate which products or fabrics were truly driving sales, and top-performing creatives weren’t being applied with purpose.
The Blueprint overhauled the structure: each fabric line received its own dedicated campaign, its own interest pool, and its own messaging hierarchy. We A/B tested ten broad interests per tier and stacked the top five performers into scalable sets. Hero products like the Mackinley One-Piece took center stage, and testimonial-driven creatives were tailored to key buyer segments like women aged 28–38. A cloned U.S. ad account was launched with local currency, sizing, and creative to match lifestyle cues, allowing Bondi Born® to expand internationally while staying premium. The entire framework was packaged into a seasonal calendar, making every collection drop replicable and data-backed.
A tier-first structure turned a fragmented ad account into a precision growth machine. While spend scaled up, the brand held a steady 4× blended ROAS—and peaked at 9× when testimonial creatives hit their mark with the Sculpteur® line.
This project proved that in luxury eCommerce, message clarity and campaign structure win. Bondi Born® now runs a scalable, fabric-led strategy that not only supports international rollout but gives every seasonal launch a high-performance foundation to build on.
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(2015-2025)
