Executive Summary

KOOKAÏ is a nine-figure Australian apparel brand facing obscured performance at scale and
challenges with international expansion. Partnering with Blue Sense Digital, they gained true
incremental clarity across regions and built a data-driven growth roadmap. Within 30 days,
Australian Google campaigns doubled their year-on-year growth rate, US paid channels
delivered a 650% increase in new-customer sales, and Spain revenue doubled – all without
increasing ad spend.

Challenges

Attribution Illusion
ROAS and attributed revenue looked strong, but platform over-attribution hid true incremental impact.
Efficiency Sensitivity
Small swings (5–10%) in CAC or MER at nine-figure scale greatly impacted profitability.
International Expansion Strain
Paid media efforts in the US, UK and Europe struggled to demonstrate clear, incremental lift.
Budget Uncertainty
Lack of robust lift testing made it impossible to roadmap growth or predict cash-flow accurately.

Solutions

Blue Sense Digital applied our three pillars of performance marketing and region-specific
incrementality testing:

Creative Philosophy & Diversity
- Calculated each ad’s expected revenue value and “high-performer” rate
- Ramped creative volume by 120% to forecast and hit revenue targets
Technical Account Structure
- Excluded existing customers and site visitors from all cold campaigns
- Switched to seven-day click attribution to reduce platform over-crediting
- Segmented branded vs non-branded Google keywords and limited Performance Max reliance
Data Integrity & Assurance
- Ran GeoLift incrementality tests in Australia, the US and Spain
- Validated sales data accuracy to underpin decision-making
- Established clear incremental ROI benchmarks for each market

🚀 Results

Australia (30 days)
– Google non-branded growth rate: 119% → 362% YoY
– Facebook growth: flat → 327% average YoY
United States (30 days)
– Google non-branded revenue: +227% YoY
– Meta new-customer growth: +650% YoY
Spain (30 days)
– First-ever campaigns delivered an incremental ROI of 5.6×
– Month-on-month revenue doubled
Global Impact
– Gained precise, profitable budget-bump targets across all regions
– Built a 12-month creative and spend roadmap aligned to revenue forecasts

Ready to Grow Like KOOKAÏ?

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