Paid Advertising

15.8% revenue growth with 16% less discounting

Allkinds is an Australian skincare brand with a strong online store and a growing retail footprint. The products and the audience were there. The Meta account was running on promotions, fatiguing creative and one generic voice across every category. We rebuilt the creative strategy around each core category and the customer who buys it, with dedicated testing, persona-led video and far fewer promos. Revenue grew 15.8%, first-time purchasers rose 20.1% and discounting fell 16.1%.

A model resting her chin on her arms on a blue tiled counter, surrounded by Allkinds Cinnamon Scroll shower foam, serum and body balm, with a glazed cinnamon scroll beside her

+15.8%

Total revenue growth

+51.3%

Lift in quantity ordered

+20.1%

More first-time purchasers

-16.1%

Reduction in discounting

The challenge

Running on promos with no always‑on fallback

Allkinds had everything a Meta account needs to grow: a range people love, a store that converts and a retail presence that keeps the brand front of mind. But the account itself was built around moments. Sales, launches and campaign bursts carried the revenue, and when a promotion ended, performance reset with it.

Between those moments there was nothing always-on to hold the line. Creative fatigued fast, there was no clear split between promotional and evergreen activity, and every category, from body care to skincare, was sold with the same generic brand message.

The brief was growth that lasted: reach net-new customers, build brand awareness and lift desirability ahead of a major rebrand, without leaning harder on discounts to get there.

What was the problem

No creative testing or evergreen framework. Nothing was running between campaign moments to keep revenue steady, and no structure existed to find and scale what worked.
No clear audiences or personas. Each core category has its own customer, but the account had no plan for who they were or how to speak to them.
No video in the ad account. The brand relied on static formats alone, which wore out quickly and gave the algorithm little to work with.
One generic voice. A single brand message did the job for every product, so no customer saw a reason to buy that felt like it was written for them.

The solution

One strategy per category, one voice per customer

We rebuilt the account around a dedicated testing and always-on framework, designed to bring in new customers and build consideration while Allkinds headed into its rebrand. Each core category was built out with its own messaging, formats and creative, so every audience saw a reason to buy that spoke to them, not a generic brand message. Video came into the account for the first time, with persona-led content made for the customer of each category rather than the brand as a whole. And the promo calendar was cut back to the moments that moved the needle, so the brand-building work had room to compound instead of being reset by the next sale.

Promotions buy a spike. A framework that speaks to each customer, every day of the year, builds a base.

Inside an Allkinds store, with each colour-coded category bay, Sweet Talk, Skin Support and Totally Clear, under its own sign

What we built

An evergreen framework to keep revenue growing outside of launches and promotional periods, built category by category.

An always-on testing framework

Dedicated evergreen and testing campaigns running year-round, so revenue held steady between launches and winning creative was found and scaled on a schedule.

Category-specific ad sets

Each core category was built out into its own formats and messaging, with persona-led video and statics made for the customer who actually buys it.

Dedicated new customer campaigns

Acquisition campaigns designed to create new intent, running alongside remarketing that captured the demand already there.

Fewer, sharper promotions

We kept the promotions that moved the needle and cut the ones that did not, so brand-building efforts compound and bring in customers who pay full price.

The result

Bigger orders, more new customers, fewer discounts

Revenue grew 15.8%, quantity ordered rose 51.3%, average order value lifted 6.2% and first-time purchasers were up 20.1%. More people bought, and they bought more each time. With discounting down 16.1%, less of that growth was bought with promotions, and more of it came from creative that gave each customer a reason to pay full price.

An always-on strategy compounds, while a promo calendar resets. Allkinds now has a creative framework that speaks to each key persona at every stage of the funnel, and heads into its rebrand with a base of new customers and a structure built to scale.