When Britex approached us with their vision for a new product that would bridge the gap between their professional-grade 3in1 Hire Machine and accessible Everyday Range of cleaning products, we knew we had something special on our hands. The Spot Buddy represented more than just another product launch; it was the perfect middle ground that customers had been asking for.

Building the Foundation

The Faith Agency took ownership of the entire launch ecosystem. We didn’t just create ads and call it a day – we built the complete digital foundation from the ground up. This included developing creative concepts that would resonate across social media and paid advertising channels, while simultaneously crafting the digital home for the product through dedicated landing pages and product pages on the Britex website.

Our approach was holistic. Every touchpoint needed to tell the same story and guide customers seamlessly from awareness to purchase.

The Strategic Launch

We structured the initial media plan to leverage Britex’s existing advertising budget, deploying campaigns across Google Shopping, Display, and Meta platforms. This wasn’t about reinventing the wheel – it was about smartly integrating the new product into proven channels that were already delivering results.

The numbers spoke for themselves. Within the first fortnight, we generated more than a dozen sales – impressive for any new product launch, but particularly satisfying given the competitive cleaning products market.

Adapting for Sustained Success

Here’s where things got interesting. After that initial surge of excitement and sales, we hit a familiar challenge – maintaining momentum. Rather than panic or throw more budget at the same creative, we took a strategic pause and analysed what was working and what wasn’t.

The solution was creative diversification. We developed two distinct creative approaches: problem-solution messaging that highlighted pain points and positioned the Spot Buddy as the answer, and specific use-case scenarios that helped customers visualise exactly how and where they’d use the product.

This strategic pivot worked. Sales figures consolidated into a consistent, predictable stream – exactly what you want for long-term product success.

The Numbers That Matter

Our first month performance metrics tell a compelling story:

• CPM: $0.12 (exceptionally low cost to reach target audiences)
• CPC: $2.20 (strong engagement at reasonable cost)
• CTR: 5.43% (well above industry benchmarks)
• ROAS: 2.58 (solid foundation with room for optimisation)

While that initial ROAS of 2.58 might seem modest, we’re confident it will improve as Google’s machine learning algorithms continue to understand user behaviour patterns and optimise delivery.

What Made This Work

The Britex Spot Buddy launch succeeded because we treated it as more than just a product launch. We built a complete ecosystem that supported the customer journey from first impression to final purchase.

Key factors in our success included:

• Strategic positioning that clearly defined the product’s place in the market
• Integrated approach across all digital touchpoints
• Data-driven optimisation that responded to real performance metrics
• Creative agility that adapted messaging based on market response

The Britex Spot Buddy launch demonstrates that successful product introductions require more than great products – they need strategic thinking, creative execution, and the flexibility to adapt when the market responds.

Ready to launch your next product with the same strategic approach? Get in touch with The Faith Agency to discuss how we can build your complete launch ecosystem.

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The Faith Agency was appointed to the Guardian business at a time when Chemist Warehouse was aggressively rolling out stores, cutting prices and taking market share from the ‘traditional’ pharmacy. With over 150 pharmacies within the group, Faith was tasked with the challenge of developing and then amplifying Guardian’s point of difference across its advertising and marketing program.

With the benefit of insightful research and Guardian’s history of caring for Australians for over 30 years, The Faith Agency established a new brand positioning based on what Guardian was being recognised for on a daily basis, across the network.

The brand promise of “Advice. Trust. Care.” was based on a truth. Something the Guardian team delivered to each customer, and something each customer valued Guardian for.

Dr Cindy Pan was a well-known advocate of Guardian. And as a well respected medical practitioner, media commentator and mother, Dr Cindy Pan became a Guardian brand ambassador who embodied a very clear connection to the values that Guardian and Australians felt important when it came to their health and wellbeing.

The advertising and communications program was comprehensive and continuous. Various channels, including television, catalogues, radio, promotions, digital platforms, in-store marketing, loyalty initiatives, and local area marketing, all played a crucial role in creating a focused and results-driven strategy. This approach helped Guardian Pharmacies to secure and maintain significant market share in a highly competitive retail environment.

To further reinforce and provide customers with a distinguishable brand promise, Guardian received awards from Roy Morgan and Canstar Blue for the highest levels of customer satisfaction amongst pharmacies.

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Thrifty-Link Hardware, now part of Metcash and the Mitre 10 group, is an independent national retail group focussed on convenience hardware. With more than 300 members across all Australian states and territories, the marketing program was developed centrally and supported by national and state-based retailer councils. Similar to franchised retail groups, members contributed to the marketing fees and in conjunction with the marketing team, The Faith Agency was responsible for the development of a fully integrated ongoing program.

From market research and a clear understanding of buyer behaviour within the hardware segment, we recognised that having a relatively small, highly accessible store footprint was important to those people looking to conveniently make a timely purchase with the minimum of fuss. Easily finding the right product, with insightful service, was also deemed to be an important reason why a customer might choose to shop at Thrifty-Link as opposed to a larger retail option.

To competitively position Thrifty-Link Hardware, the brand proposition of “Nothings too hard” was launched. It was based on an important insight and ‘truth’ that Thrifty-Link was ideally based to deliver.

By having the right product (rather that every product option), by having expert advice immediately available (and not having to go looking for that advice) and having a store format at convenient locations that promoted quick and easy access, found strong community support. The fact that the person who owned the store could be typically found on the shop floor, and was part of the local community, helped amplify the brand culture of “Nothings too hard”.

The advertising and communications program was ongoing and extensive. Catalogues, television, radio, press, promotions, digital, in-store, loyalty and local area marketing all contributed to a focussed and results orientated strategy that helped Thrifty-Link secure and hold valuable market share within an aggressive retail market.

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Throughout 2024, The Faith Agency collaborated with longstanding client Adriatic Furniture to implement a game-changing transformation of their online customer experience. Recognising the fundamental shift in consumer behaviour, where online research increasingly precedes in-store purchases, we spearheaded the integration of Cylindo – a cutting-edge 3D product visualisation platform that’s revolutionising how customers interact with furniture online.

The modern furniture buyer’s journey has evolved dramatically. While the tactile, in-store experience remains the gold standard for final purchasing decisions, today’s consumers increasingly begin their research online. They want to examine products from every conceivable angle, visualise different colour options, and understand how pieces will look in their own living spaces – all before setting foot in a showroom. This digital-first approach to research means that brands failing to provide comprehensive online visualisation are essentially invisible during the crucial early stages of the customer journey.

Choosing World-Class Technology for Premium Results

Cylindo represents the pinnacle of 3D rendering and visualisation technology, trusted by the world’s most successful furniture retailers including West Elm, IKEA, and Williams Sonoma. For Adriatic Furniture – a brand that has built its reputation on quality, craftsmanship, and attention to detail – partnering with Cylindo was a natural evolution of their commitment to excellence.

The platform’s sophisticated rendering capabilities go far beyond simple 360-degree product spins. It creates photorealistic representations that capture the nuanced textures of leather, the grain patterns in timber, and the subtle interplay of light and shadow that makes furniture come alive. This level of detail ensures that the online experience doesn’t just complement the in-store experience – it enhances it.

Strategic Implementation and Creative Excellence

The Faith Agency worked meticulously with the Adriatic Furniture team throughout the implementation process, beginning with strategic product selection. Rather than attempting to render their entire catalogue immediately, we identified hero pieces and bestsellers that would deliver the maximum impact for customers while providing valuable insights for future rollouts.

Our approach involved deep collaboration between our digital development team, Adriatic’s product managers, and Cylindo’s technical specialists. We analysed customer behaviour data to understand which products customers were most likely to research online, examined cart abandonment patterns to identify visualisation gaps, and considered the full customer journey to determine optimal integration points.

The platform’s comprehensive image creation capabilities proved particularly transformative. Traditional furniture photography requires extensive studio setups, professional lighting equipment, and significant time investment for each product variation. With Cylindo, we can generate stunning, photorealistic imagery that rivals – and often surpasses – traditional photography, all while maintaining complete control over lighting, angles, and styling.

Augmented Reality: Bringing the Showroom Home

Perhaps the most exciting aspect of the Cylindo integration is its augmented reality functionality, which allows customers to visualise furniture pieces within their own living spaces using their smartphone or tablet camera. This technology addresses one of furniture retail’s most persistent challenges: helping customers confidently envision how pieces will look and fit in their homes.

The augmented reality system uses sophisticated spatial recognition to accurately scale products within real environments, accounting for lighting conditions, room proportions, and existing décor elements. Customers can walk around virtual furniture pieces, examine them from different angles, and even see how they interact with natural light throughout the day.

The “Adriatic Reality” Campaign: Innovation in Action

Building on the success of the platform integration, The Faith Agency developed and launched the “Adriatic Reality” campaign – a multi-channel marketing initiative that showcases the brand’s technological innovation while emphasising the practical benefits for customers.

The campaign leverages the visual richness of the 3D platform across digital advertising, social media content, email marketing, and in-store displays. Early results have been exceptional, with engagement rates significantly exceeding industry benchmarks and conversion metrics showing marked improvement across all customer touchpoints.

Video content featuring the augmented reality functionality has proven particularly compelling on social platforms, where customers share their own experiences placing Adriatic furniture in their homes. This user-generated content creates authentic social proof while demonstrating the technology’s capabilities to prospective customers.

Measurable Impact and Future Growth

The implementation has delivered tangible results across multiple key performance indicators. Online engagement time has increased substantially as customers spend more time exploring products through the 3D interface. Cart abandonment rates have decreased as customers feel more confident in their purchase decisions. Most importantly, the quality of in-store visits has improved, with customers arriving more informed and closer to making purchase decisions.

The platform has also streamlined internal operations. Product photography timelines have been dramatically reduced, allowing for faster time-to-market for new products. Marketing campaigns can be developed and launched more quickly, with consistent, high-quality visuals available immediately upon product launch.

A Comprehensive Digital Transformation

The Cylindo implementation represents just one element of a broader digital transformation we’ve orchestrated for Adriatic Furniture throughout 2024. This comprehensive approach included:

ERP System Integration: Streamlining inventory management, order processing, and customer data management to create a seamless omnichannel experience.

eCommerce Platform Enhancement: Upgrading the entire online shopping experience with improved navigation, enhanced product filtering, and streamlined checkout processes.

Digital Marketing Expansion: Leveraging the rich visual content generated through Cylindo to enhance performance across Google Ads, social media advertising, and email marketing campaigns.

Physical Retail Support: Using 3D visualisations and augmented reality capabilities to enhance in-store experiences, allowing sales staff to show customers products not currently on the floor or demonstrate different configuration options.

Setting New Industry Standards

The success of this initiative extends beyond Adriatic Furniture’s immediate business objectives. By embracing cutting-edge visualisation technology and implementing it strategically, we’ve helped position Adriatic as an innovation leader within the Australian furniture retail landscape.

The project demonstrates how traditional retailers can leverage emerging technologies not just to compete with online-first competitors, but to create superior customer experiences that blend the best aspects of digital convenience with physical retail expertise.

Looking Forward: Continued Innovation

As we move into 2025, the Cylindo platform provides a foundation for continued innovation. Future enhancements will include expanded augmented reality capabilities, integration with virtual interior design tools, and the development of immersive room-planning experiences that help customers design entire spaces rather than just selecting individual pieces.

This case study exemplifies The Faith Agency’s approach to client partnership: understanding not just immediate needs, but anticipating future challenges and opportunities. Through strategic technology adoption, creative implementation, and comprehensive campaign development, we’re helping established brands like Adriatic Furniture thrive in an increasingly digital retail environment while maintaining the personal, high-quality service that defines their brand identity.

The success of this transformation reinforces our position as Melbourne’s leading full-service marketing agency, capable of delivering innovative solutions that drive measurable business growth while enhancing customer experiences across all touchpoints.

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During each promotional period, the paid media strategy is aimed at ensuring that Minimax’s campaigns not only boost foot traffic to their physical stores but also strengthen brand recall across multiple channels. This is accomplished through a three-step process.

Step 1: A Tailored Approach for Regional Markets

With stores spread across both metropolitan and regional areas, the media plan calls for a targeted and highly optimised approach that caters to the unique dynamics of each market:

• TV Advertising: TV is utilised in smaller, regional markets like Hobart and Ballarat, where we focused on high-frequency buys to maximise visibility during the campaign period. Television remains an effective channel for reaching a broad audience quickly (particularly in slightly older demographics), making it ideal for driving store traffic in these areas.
• Radio & Print: To supplement TV campaigns, we rely on radio and print media as supporting channels, particularly in the lead up to sales events, helping to maintain the brand’s presence outside of promotional periods. Radio ads are scheduled during peak listening times, while print ads are strategically placed in local newspapers to reach engaged readers.

Step 2: Maximising Impact in Metro Markets

Given the higher media costs in metropolitan areas, we adopt a more cost-efficient strategy (without sacrificing impact) to reach Minimax’s customers in Melbourne and Adelaide:

• Two-Station Radio Buy: Radio remains a powerful tool for reaching specific demographics, especially during peak hours. Therefore, by focusing on a two-station buy, we can achieve maximum reach and frequency among our core target audience without blowing out the budget, allowing us to maintain a strong brand presence across these areas.
• TV & Radio Buy: In smaller markets like Adelaide, we implement a high frequency TV buy in selected weeks of the campaign, complemented with a radio buy in order to drive the reach of the campaign.
• Incorporating BVOD: In recent years, we’ve also included BVOD (catch-up TV, like 7Plus, 9Now, and 10 Play ) as part of the media mix so as to capture the growing number people who consume TV content online. By strategically placing Minimax’s ads alongside premium, on-demand content, we can achieve high viewability and engagement.

Step 3: Continual Optimisation for Maximum Efficiency

Given the longevity of our relationship with Minimax, our approach has continued to evolve over time, refined to ensure that every dollar spent deliver a return on investment. Key tactics include:

• Data-Driven Insights: When running campaigns, we always monitor their performance. And by leveraging analytics tools, we can adjust the media mix to optimise performance.
• Frequency Capping: To prevent ad fatigue, especially on digital platforms like BVOD, we implement frequency caps, minimising the number of times any one users is served our ad. This ensures that the target audience isn’t overexposed, which can lead to diminishing returns.

Results: A Winning Strategy for Continued Success

Our integrated approach has consistently delivered strong results for Minimax, where we’ve been able to:

• Increase Store Traffic: Post-campaign surveys have proven that TV and radio campaigns are making an impact with customers, increasing their likelihood of travelling to physical locations during high-sales periods.
• Maximise Budget Efficiency: The strategic media buying & planning approach to target BVOD and radio has ensured that Minimax’s budget stretches further without sacrificing impact.
• Build Brand Loyalty: With a consisted integrated marketing communication message across disparate channels, Minimax has been able to strengthen its brand presence, particularly in regional markets where loyalty is key.

Learn more about our media planning and buying capabilities in Melbourne and across Australia or contact Megan, our media director, today!

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Underpinning our continued collaboration with Adriatic Furniture, we’ve helped to shape each of their sales promotions for the better part of two years. Their Birthday Sale creative was no different, evolving the presentation of the brand to emphasise quality products fully realised with the augmented-reality app, Cylindo. Each image used is created in a fully digitised studio space with a 360-degree product presentation and various propping available to us. The Birthday Sale message is very simple in and of itself, identifying ‘up to 50% off to celebrate our 50th birthday’. But the presentation when combined with visuals and layouts is very strong. We’re also tailoring several of our acclaimed “Why Wait” TVCs to feature product and price callouts and hero messaging to help push the promotion on region broadcast and digital catch-up (BVOD) TV.

We also wanted to offer something a little more exciting to Adriatic’s customers during this Birthday Celebration and so proposed a $10,000 trip to Italy for those who spend over $1,000 across September and October. With a minimum spend amount, we help to reward those who spend more, and the prize pool is very appealing for customers to consider taking the plunge in pursuit of a cushy Italian holiday. The Faith Agency helped to coordinate the travel idea and promoted it with its own bespoke creative concept shared across digital display, websites, in-store video and much more.

Finally, to help wrap out the year, without giving too much away, we’ve got Adriatic’s Black Friday and Boxing Day Sales which shape to be the biggest in the brand’s history. We also have a new lifestyle photoshoot planned to capture the latest and greatest of the brand’s new range. And how could we forget the impending launch of their newest store situated at Essendon DFO!

Keep an eye peeled for upcoming Adriatic activity, and if your interest is piqued by anything mentioned here, don’t be afraid to give us a bark!

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