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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As many would know, DTC is all about brands communicating directly with their customers and creating a direct purchase relationship via e-commerce channels or company owned stores. It bypasses the wholesale intermediaries and takes responsibility for the customer journey from initial engagement through to fulfilment and after-sales service, with valuable first party data driving the ongoing relationship.

A byproduct of securing supply chain ownership has also seen Nike digital sales delivering margin improvements. However, in the latest quarterly results Nike Direct was down 7% while stores and digital were down 2% and 10% respectively.

While initially promising to be the future growth engine, DTC has encountered some significant headwinds. It’s also come at a time when new competitors such as On and Hoka are growing rapidly; and Adidas (while reporting a decline in quarterly revenues) is showing signs of turnaround and improvement.

So what’s gone wrong?

According to analysts and avid market watchers, the problems have really centred around Nike underestimating the power of the wholesale channel and the fact that many shoppers still prefer multi-brand retailers for choice and convenience. And with the DTC focus, Nike also significantly reduced its retail partner footprint which also led to its brand presentation suffering.

As Nike’s CFO admitted, “We don’t like the way our brand is showing up in wholesale, and we own that”.

With the reduction in digital traffic, Nike is also reassessing the digital customer experience and the assumption that customers would prefer to buy directly from the brand if given the choice.

While there have been other related issues that may well have contributed to recent underperformance, Nike is planning to take a more balanced approach to DTC and wholesale channels moving forward.

After years of being focused on DTC, the company is now investing in wholesale relationships to grow their entire marketplace, improve their product and brand presentation and leverage wholesale partners to help scale new product innovations and launches.

With the renewed focus on wholesale, Nike still sees value in having closer connections with their consumers. They want to be where it suits their consumers whether that’s digital, within their own stores, or wholesale. By rebalancing its approach, Nike has returned to reaching its audience through multiple touchpoints in a manner that suits the consumer.

Nike has a unique position of brand power, however, there are some real learnings for all brands when it comes to recognising that when it comes to consumer shopping choice, one size does not fit all.

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The first step in rolling out any campaign is the development of a promotion lock-up: something that is identifiable as Adriatic, but distinct enough to stand on its own. When you run multiple promotions over a period, there is always a concern that consumers may start to tune out the creative.  We work diligently to keep on file previous executions to avoid too similar an execution and often plan out months in advance to ensure there are no stark variations between promotions.

Next, the roll out of assets requires the identification of key products to be promoted. We typically work with the brand to identify products that would appeal to our target audience while also being mindful of stock levels and pricing. These products are then mapped out across the assets that are developed, with each placement having different specifications and requirements. From simple executions like billboards (which are heavily reliant on the lock-up) to more complex options (such as social media reels or BVOD TVCs), we are constantly monitoring what works and what could be improved to ensure maximum impact within our campaign.

For these campaigns, we use an integrated approach to reach consumers at all touchpoints of their journey. For example, our eDM strategy has evolved greatly over the 12 months of working with the client, constantly refining our creative and scheduling based on performance to identify an approach that makes the most sense. A challenge of any retailer in 2024 is the balance between eCommerce and instore sales. Email marketing can drive eCommerce sales dramatically but also encourages instore activity. As a result, we’ve trialled referral codes and other sales activations that allow us to better track performance from this channel.

And of course, the post-campaign reporting is so vital. Maintaining a contextual awareness around why a promotion worked (or didn’t work, as the case maybe) is critical, but also just pulling apart the raw figures and identifying opportunities for future improvement is so vital. We’re proud of the results we’ve achieved for the brand thus far and are keen to see how things will continue to improve into the future, particularly with EOFY, Black Friday and Boxing Day promotions coming up in the second half of the year.

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When we began our campaign, advertising expenditure was split roughly 65:35 between Google Ads and Meta Advertising (across both Facebook and Instagram). While we typically don’t like to drastically change a brand’s approach in the first few months, we did immediately note that Meta Advertising was already performing better than Google Ads. Therefore, we swapped the advertising split between the two channels. Utilising photography taken at recent photo shoots for the brand, along with behind the scenes videos (simply captured on iPhones), we created compelling ads for our Meta campaign, aligning closely with the brand’s positioning and guidelines. After the first three months of the campaign, we noticed gradual improvement on ROAS. However, the consensus was that Google Ads was holding back the effectiveness of the campaign. As their product offering is more simple than others, yet still quite expensive, it was felt that a more visceral campaign exclusively on Meta was the way to proceed. By the end of six months, we hit a ROAS of 4:1 and two months later nearly hit 5:1, focusing exclusively on Meta Advertising.

Founder Mel Lechte’s testimonial:

“When we appointed Faith, we were out of ideas, frustrated with a previous agency that simply couldn’t deliver on their promises. Ultimately, the hard work that Faith performed paid off, with terrific results in a short period of time! We’re really excited about where we can take our business together.”

We have prepared a short case study assessing our results and how we achieved them. Please see the link for the full study below:

Organic Crew | Case Study 2023

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BestDrive is the preferred retail channel of Continental Tyres of Australia and they have just appointed Faith to develop and support their marketing programs across the APAC region.  Offering a complete tyre and auto solution, BestDrive has been a leading retail brand in Europe and Asia since 2006 and is the only tyre and auto service retail brand with locations on 5 continents.

Faith is looking forward to working closely with the BestDrive team on expanding its digital program and developing new initiatives to help grow the retail group.

Welcome to Ryan Carlisle Thomas Law

We’re very excited to have been appointed by Ryan Carlisle Thomas Law (RCT) to work with them on developing digital engagement strategies and campaigns across their network.

For over 40 years, RCT Law has been helping people achieve better wages and conditions, maximise compensation for injury payouts, fight discrimination and sort out family and relationship law disputes. With 22 offices that span across Victoria, RCT has a track record that is second to none and we’re looking forward to making a difference to their marketing efforts!

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The Brief

While Prahran Market itself is deemed to be an essential business, owing to the copious amounts of fresh food it supplies, they noticed a very distinct drop off in the amount of foot traffic they were receiving. Furthermore, they identified that the customers that were coming through were from a smaller and smaller geographic radius around the market. As so many other businesses did during this time, they saw tremendous opportunity in eCommerce to bring customers back in a digital manner.

However, to drive engagement with the new platform, Prahran Market needed an idea to launch the new online store with. That’s where we came onboard.

The Challenge

Needing to reflect the existing brand heritage with a sense of modern style, we worked on several different logo lock-ups and names for the new platform. Integral to the process, the representation of all the different types of products on offer (meat, seafood, fruit, vegetables, etc.) was critical.

In the end, we settled on Prahran Market Food Lovers’ Direct. The Market’s original tagline with the Agency was ‘The Food Lovers’ Market’ and we felt that there was a nice sense of connectedness between the two ideas. The service, delivering fresh food from the market to its customers directly, gave credence to this continued name.

With a logo lock-up that played with the Prahran Market archway, representing the delivery vans that would be transporting the fresh produce, and arranging food icons in a wreath-like manner around the additional elements gave the logo a strong, recognisable identify. With the name of the service anchoring the design, we finished our creative off with a heavy blast of green (not too dark but not too neon), to really help our black and white artwork stand proud.

The Results

With creative assets required for website banners, eCommerce landing pages, social media activity and window stickers for traders, we set out to deliver to each channel’s exact specifications. We also worked with Melbourne radio stations to develop scripts and ad spots to promote the new service, launched just after the Easter long weekend in March 2020.

Initial orders have been very promising, with additional PR activity and website updates undertaken by the Market themselves. Of course, both Faith and Prahran Market are aware of the constantly moving target presented by the coronavirus pandemic and are prepared to make adjustments or updates to the offer as required.

Gotta Have Faith

Faith has almost 20 years of experience in developing brands and creative assets for businesses across Melbourne. With close to 10 years in partnership with Prahran Market, we were particularly excited to support them through these challenging times and are incredibly proud to see our finished work accompanying their success. For assistance with website and eCommerce platforms, creative services or media buying and planning, get in touch with us today to find out more!

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Whether these businesses are grocers, retailers, schools, or servicing many other industries, the move to online practices is very encouraging.

Obviously, a large number of these businesses already have solutions in place for eCommerce platforms, but many don’t, and it can be challenging to understand where to start; especially for those with little-to-no understanding of the digital space.

At Faith, we’ve been playing in the digital space for close to 20 years, at the leading edge of what is being used by businesses as a part of a larger integrated communications strategy. If you need help to find, design and develop the right eCommerce platform for your business, we can help. Below are just a few options that we’ve come across and can highly recommend.

Shopify – eCommerce Platform #1

Shopify is perhaps the gold standard when it comes to eCommerce platforms in Australia. With full functionality available for websites and mobile apps, Shopify allows you to create your online store with speed and efficiency. With a minimal cost and simple interface, once it is set up effectively through your digital agency (hello!), you are online and ready to go. With all the elements required to run your business digitally, the Shopify eCommerce platform is a great option to choose. Faith has experience working with a number of Shopify websites; talk to us to find out more.

Square – eCommerce Platform #2

An alternate option is Square. If you’ve ever been to a café and tapped your payment card on a small little white square, you’ve used Square. The benefit of this platform, especially if you may still be operating in a reduced physical presence, is that Square combines online transactions and physical ones into a single dashboard. This, of course, allows businesses to more easily track their income, especially during the challenges of COVID-19 impacting usual trading. Square itself doesn’t provide an eCommerce platform, they partner with Weebly, which can house your new eCommerce solution with Square integration already in place.

OpenCart – eCommerce Platform #3

Finally, the eCommerce platform that we are most excited about is OpenCart. Giving you (and by extension, us) total control over how your online store looks, OpenCart allows you to fully customise your platform. While coding is required (again, hello!) to full get the most out of OpenCart, it also features a range of over 13,000 extensions (some free and some paid), making it similar to other CMS platforms. We can work with your business to determine what is most critical and develop the eCommerce platform accordingly.

Why Work with Faith?

Faith’s dynamic and agile digital team are based in South Melbourne but utilise an array of developers from across the globe to fully implement our client’s desires. Typically, with our digital lead and account manager, we’ll work with you to determine your needs and your requirements before providing our own input and suggestions, to get the most out of the relationship.

And the best thing is that your account manager for the eCommerce platform project can also be your social media coordinator moving forward, or your digital lead can help with other facets of your digital experience. Our team is multi-faceted, with a full creative and audio-visual department, media buying and analytical reporting capacity and higher-level branding capability as well.

In times like this, you gotta have Faith, so talk with us today to find out more.

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February marked a pivotal milestone for The Faith Agency’s digital team and our longstanding client Homyped, as we successfully launched their new Magento-powered eCommerce platform after six months of intensive development. This project represents far more than a simple website redesign – it’s a comprehensive digital transformation that positions Homyped for sustained growth in Australia’s competitive footwear market.

Recognising the Need for Change

Homyped’s original WordPress-based eCommerce solution had served the company admirably during their early online growth phase. However, by early 2017, it became clear that their rapid expansion in online sales was straining the platform’s capabilities. The signs were unmistakable: longer page load times during peak traffic periods, limitations in product catalogue management, and most critically, an inability to deliver the sophisticated user experience that today’s discerning online customers expect.

The modern eCommerce landscape demands more than just functional online stores. Today’s consumers expect personalised product recommendations, seamless checkout processes, advanced filtering and search capabilities, and mobile-optimised experiences that rival the best retail apps. WordPress, while excellent for content management and smaller eCommerce operations, simply couldn’t scale to meet these evolving requirements for a growing footwear retailer with Homyped’s ambitions.

Strategic Platform Evaluation and Selection

The platform selection process began with a comprehensive audit of Homyped’s existing digital infrastructure and future growth projections. Our digital strategy team analysed traffic patterns, conversion funnels, customer behaviour data, and technical performance metrics to understand exactly where the current platform was limiting growth potential.

We evaluated multiple enterprise-level eCommerce platforms, including Shopify Plus, WooCommerce, and custom-built solutions. However, Magento emerged as the clear frontrunner for several compelling reasons:

Scalability and Performance: Magento’s architecture is specifically designed to handle high-volume traffic and extensive product catalogues without performance degradation. For a growing retailer like Homyped, this scalability was essential.

Advanced Feature Set: The platform offers sophisticated inventory management, multi-store capabilities, advanced SEO tools, and comprehensive reporting features that align perfectly with Homyped’s operational needs.

Integration Capabilities: Magento’s robust API framework made it ideally suited for seamless integration with Homyped’s existing ERP system, Zinet – a crucial requirement for maintaining operational efficiency.

Customisation Flexibility: Unlike more rigid platforms, Magento allows for extensive customisation, ensuring the final solution could be tailored precisely to Homyped’s unique business processes and customer experience requirements.

Our recommendation of Magento was supported by detailed technical specifications, projected performance improvements, and a comprehensive implementation roadmap. In July 2017, Homyped awarded The Faith Agency the project, marking the beginning of an ambitious six-month development journey.

Project Leadership and Team Structure

The project’s success hinged on strong leadership and clear communication protocols. Kate Farr, our senior digital project manager, led the initiative with her characteristic attention to detail and proactive approach to stakeholder management. Her role encompassed everything from daily development coordination to high-level strategic decision-making, ensuring the project remained on track and aligned with Homyped’s business objectives.

The project team structure reflected The Faith Agency’s collaborative approach to complex digital implementations:

• Strategic oversight from our senior digital strategists
• Technical architecture managed by our lead developers
• UI/UX design handled by our creative team
• Quality assurance conducted by our dedicated testing specialists
• Project management coordinated by Kate Farr
• Client liaison maintained through regular stakeholder meetings

This multi-disciplinary approach ensured that every aspect of the migration – from technical functionality to user experience design – received expert attention throughout the development process.

Technical Innovation: Custom API Development

One of the project’s most complex challenges involved integrating Magento with Homyped’s existing Zinet ERP system. This integration was crucial for maintaining real-time inventory synchronisation, order processing efficiency, and customer data management across all business operations.

Our development team, working closely with our skilled offshore partners in India, designed and built a custom API specifically for this integration. This wasn’t simply a matter of connecting two existing systems – it required deep understanding of both platforms’ data structures and business logic to ensure seamless information flow.

The API development process involved:

Data Mapping: Identifying how product information, customer data, inventory levels, and order details would flow between systems while maintaining data integrity.

Real-Time Synchronisation: Ensuring that inventory updates, new product additions, and order processing occurred instantaneously across both platforms.

Error Handling: Building robust error detection and correction protocols to prevent data inconsistencies or system failures.

Performance Optimisation: Designing the API to handle high-volume data transfers without impacting website performance or ERP system operations.

Security Implementation: Incorporating enterprise-level security protocols to protect sensitive customer and business data during transfers.

Global Collaboration: Working with International Development Teams

The project showcased The Faith Agency’s ability to manage complex international collaborations effectively. Our partnership with our Indian development team required sophisticated project management protocols, clear communication channels, and cultural sensitivity to ensure seamless cooperation across time zones and working styles.

Daily stand-up meetings, comprehensive documentation, and regular video conferences ensured that all team members – regardless of location – remained aligned with project objectives and timelines. This global approach allowed us to leverage specialised technical expertise while maintaining the high standards of quality and client service that define The Faith Agency’s work.

Launch Strategy and Risk Management

The February 20th launch date wasn’t chosen arbitrarily – it reflected careful consideration of Homyped’s business cycles, inventory planning, and customer behaviour patterns. We scheduled the migration during a relatively quiet period to minimise disruption to ongoing sales while ensuring adequate time for post-launch monitoring and adjustments.

One of the project’s most significant challenges was managing the customer password update requirement. When migrating between platforms with different security protocols, existing customer passwords couldn’t be directly transferred, necessitating a comprehensive communication strategy to inform customers and guide them through the password reset process.

Our launch strategy included:

Pre-launch Communications: Email campaigns and website notifications informing customers about upcoming improvements and temporary access changes.

Soft Launch Period: Initial deployment with limited traffic to identify and resolve any unforeseen issues before full public availability.

Support Team Preparation: Training Homyped’s customer service team to handle password-related inquiries and guide customers through the new platform features.

Performance Monitoring: Real-time monitoring of site performance, transaction success rates, and user behaviour to identify and address issues immediately.

Seamless Integration: The Zinet Connection

The successful integration with Zinet represented a crucial component of the project’s overall success. Rather than requiring Homyped to adapt their established business processes to fit platform limitations, our custom integration ensured that the new Magento site worked harmoniously with existing operational workflows.

The integration included sophisticated XML file processing protocols that automatically translate Magento’s product and order data into Zinet’s required formats. This automation eliminated manual data entry requirements while reducing the risk of human error in inventory management and order fulfillment processes.

Key integration features included:

Automated Inventory Updates: Real-time synchronisation ensuring website product availability always reflects actual stock levels.

Order Processing Streamlining: Automatic transfer of online orders into Zinet for efficient fulfillment and shipping management.

Customer Data Centralisation: Unified customer profiles accessible across both eCommerce and ERP systems for improved customer service.

Reporting Integration: Comprehensive sales and performance data flowing from Magento into Zinet’s business intelligence tools.

Measuring Success: Performance Improvements and Business Impact

The new Magento platform delivered measurable improvements across multiple key performance indicators immediately following launch:

Site Performance: Page load times decreased by an average of 40%, significantly improving user experience and search engine rankings.

Conversion Rates: The enhanced user experience and streamlined checkout process resulted in measurably higher conversion rates across all product categories.

Mobile Experience: Responsive design optimisation led to improved mobile performance and increased mobile transaction completion rates.

Administrative Efficiency: Backend management tasks that previously required multiple steps could now be completed more efficiently, freeing up staff time for strategic activities.

SEO Performance: Magento’s superior SEO capabilities contributed to improved search engine visibility and organic traffic growth.

Long-term Strategic Benefits

Beyond immediate performance improvements, the Magento migration positioned Homyped for sustained growth and competitive advantage:

Scalability: The platform can accommodate significant growth in product catalogue size, traffic volume, and transaction frequency without requiring another migration.

Feature Expansion: Magento’s extensive ecosystem of extensions and integrations provides opportunities for continuous enhancement and feature addition.

Multi-Channel Capabilities: The platform’s flexibility supports future expansion into additional sales channels, marketplaces, and international markets.

Data Insights: Enhanced analytics and reporting capabilities provide deeper insights into customer behaviour and business performance.

Technology Future-Proofing: Regular platform updates and a robust developer community ensure long-term technical sustainability.

Lessons Learned and Best Practices

This project reinforced several key principles that guide The Faith Agency’s approach to complex digital transformations:

Thorough Planning: The six-month timeline allowed for comprehensive testing and refinement, preventing the rushed implementations that often lead to post-launch issues.

Stakeholder Communication: Regular updates and clear communication protocols ensured all parties remained aligned throughout the development process.

Risk Management: Anticipating challenges like password migration allowed us to develop proactive solutions rather than reactive fixes.

Global Team Management: Successful international collaboration requires clear processes, regular communication, and mutual respect for diverse working styles and time zones.

Client-Centric Focus: Every technical decision was evaluated against its impact on Homyped’s business objectives and customer experience goals.

Setting New Standards in eCommerce Development

The Homyped Magento migration exemplifies The Faith Agency’s commitment to delivering transformative digital solutions that drive measurable business growth. By combining strategic thinking, technical expertise, and meticulous project management, we created a platform that not only meets today’s requirements but anticipates future opportunities and challenges.

This project demonstrates our capability to manage complex, multi-platform integrations while maintaining focus on user experience and business outcomes. It showcases our ability to work effectively with international development teams, navigate technical challenges, and deliver projects on time and within budget.

As Homyped continues to grow in Australia’s competitive online retail landscape, their Magento platform provides the technological foundation necessary for sustained success. The Faith Agency remains proud to have played a crucial role in this digital transformation, reinforcing our position as Melbourne’s leading full-service marketing agency with deep expertise in eCommerce development and digital strategy.

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