Scaling an Australian haircare brand across Australia, the US and Europe
Growing an ecommerce brand in one market is challenging. Growing it across Australia, the United States and Europe requires a very different approach. Mr Smith needed a paid media strategy capable of supporting its premium brand positioning while adapting to different markets, audiences and levels of product demand.
Mr Smith
attributed ROAS
Google Ads · Meta Ads · International Ecommerce · Performance Strategy
Strategy · Paid Ads · Tracking + Reporting
The challenge
International growth cannot be achieved by duplicating the same campaigns into another country. Customer awareness changes. Search behaviour changes. Competition changes. Acquisition costs change.
The challenge was to create a scalable international acquisition system without losing the brand identity that made Mr Smith distinctive.
The approach
We managed the full paid digital campaign strategy across Google Ads and Meta Ads, covering Australia, the United States and European markets.
Campaigns were structured around geography, product demand, customer intent and stage of the buying journey. This allowed each market to be evaluated independently while still operating within a broader international growth strategy.
Google Ads
Google captured high-intent demand from customers actively searching for relevant haircare products, product categories and the Mr Smith brand.
Campaign structures allowed performance to be analysed by market and product opportunity rather than treating international traffic as one audience.
Meta Ads
Meta played a broader role across product discovery, customer acquisition and remarketing. Creative, product messaging and audiences introduced the brand to new customers while remarketing re-engaged people who had already demonstrated purchase intent.
International growth
Performance was continually assessed market by market. Rather than assuming a strategy successful in Australia would automatically translate overseas, budget and campaign decisions were made using actual acquisition and revenue data.
That created a more disciplined approach to international expansion.
The result
attributed ROAS
The campaigns achieved an 8.9x attributed return on ad spend.
The result demonstrated that Mr Smith’s premium brand positioning could translate into measurable ecommerce performance across multiple international markets.
Growth System layers involved
3 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
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