5,640% revenue growth in 12 months at a 5.98 ROAS
Fan Emblems is a family-run Melbourne business making 3D car badges for AFL and NRL supporters, built from real car badge materials so they outlast the stickers most fans put on their cars. The product was better, but with a small budget, no established audience and ads running at a loss, it wasn’t reaching the fans it was made for. We rebuilt the strategy around one clear message, badges over stickers, then moved with the footy season week by week. In 12 months Fan Emblems went from four figures a month to six, and hired a full-time marketing manager to keep it growing.
5,640%
Revenue growth in the first year
5.98
Average ROAS
22k+
Email subscribers added
5.12%
Conversion rate across the year
The challenge
A better product that fans didn’t know was better
Fan Emblems had something footy fans actually wanted: a badge that won’t fade, peel or mark the car, where a sticker barely lasts a season. But with a limited ad budget, minimal marketing experience and no established audience, the brand struggled to reach those fans in a way that meant anything. Meta Ads were returning an average ROAS of just 0.5, so every dollar spent came back as fifty cents and growth had stalled.
The product wasn’t the problem. Everything that should have been selling it was.
For a family business, every month of loss-making ads came straight out of their own pocket, and the footy season doesn’t wait for anyone. Fan Emblems needed paid to become profitable first, then grow fast enough to matter while fans were paying attention.
What was the problem
- No clear strategy or message. What made a badge better than a sticker wasn’t being said clearly, anywhere.
- An outdated website. High bounce rates and a low conversion rate meant most of the traffic that did arrive left without buying.
- Ads running at a loss. At a 0.5 ROAS, every campaign cost more than it brought back.
- No creative pipeline. No content plan and no steady flow of new ideas to test, so there was nothing fresh to scale.
The solution
We sold badges over stickers, then moved with the footy
We reset the foundations with an end-to-end marketing strategy, starting with the audience: who was buying, what made them tick, and how they split across Facebook, Instagram and Google, so budget went where fans actually were. We redefined the USPs and built the creative around one clear problem and solution, a badge that won’t fade, peel or damage the car against a sticker that won’t last a year. High-impact video hooks, scripts and statics were tested through a Meta acquisition funnel that held to benchmark profitability. Behind the ads, we redeveloped the website end to end, so every product page answered the questions and objections fans had before they bought. Through the season we stayed agile week to week, with campaigns ready to go for whichever teams won, so supporters could show their colours while the result was still fresh.
Sell the problem the product solves, and be there the week fans most want to show who they back.
What we built
Acquisition brought fans to the site. Everything underneath made sure more of them bought, spent more when they did, and stayed in touch.
A profitable acquisition funnel
Campaigns across Facebook, Instagram and Google weighted by where each audience actually bought, held to benchmark CPA and ROAS as spend scaled.
Problem and solution creative
Video hooks, scripts and statics that showed exactly why a badge beats a sticker, tested continuously so the next winner was always lined up.
A full website redevelopment
Product pages, descriptions, imagery, naming and pricing rebuilt around what customers needed to know, objection handling included, then a CRO deep dive and bundles to lift conversion rate and AOV together.
Grand final launches
A timely product released on the AFL and NRL grand final winners, which became the biggest campaigns of the year and drove thousands of email sign-ups through the finals.
The result
From four figures a month to six in 12 months
Fan Emblems had a record-breaking first month, and the momentum didn’t stop there. Over the first six months, sales doubled every month as paid media scaled efficiently, with CPA and ROAS holding strong the whole way. By the end of the first year, revenue was up 5,640%, at a 5.98 average ROAS and a 5.12% conversion rate across the year. Even as traffic nearly doubled, conversion held steady, proof that the strategy, creative and website were built to scale. The email list grew by more than 22,000 subscribers, with the grand final campaigns driving thousands of sign-ups through the finals series and giving the brand customer data of its own.
What started as a family business with ads running at a loss is now a consistently profitable ecommerce brand, with a full-time marketing manager of its own and a footy calendar that brings fans back every season.
What our clients
say about us
“Pulp Digital has analysed our unique product offering and implemented an incredible growth strategy. The success of our campaigns has resulted in a revenue increase of 5,640% in the first year. In addition, the team has grown to hire a full-time marketing manager. We now have a proven eCommerce business with many opportunities for future growth and look forward to continuing our successful partnership.”
Let's find out what's
holding you back
Apply for your free discovery call and we will showcase all your missed opportunities.
Book a Call