Omnichannel Pet Retail Growth
How one simple promotion became a 12-week acquisition and retention engine across paid media, ecommerce and physical retail.
A$7M
Campaign-period sales
Across the 3-month campaign window
12 weeks
Always-on campaign
Structured as six fortnightly cycles
8 stores + online
Omnichannel footprint
One campaign measured across both channels
24
Partner brands
Used to expand the promotion without fragmenting spend
6
Fortnightly cycles
Fresh reasons for customers to return
~A$583K
Average sales per week
Derived from A$7M across 12 weeks
The commercial idea was simple.
Spend A$100 and receive an entry into a major prize draw. Selected partner brands could unlock bonus entries. The offer was easy to understand, strong enough to create excitement, and flexible enough to run across ecommerce and stores without changing the core message.
The problem: a big retail campaign can become a budget-spreading exercise
With 24 participating brands, eight store locations and an online store, the obvious mistake would have been to split media into dozens of small campaigns. That looks organised in a spreadsheet, but it usually weakens delivery. Every campaign gets too little budget, too little data and too little time to learn.
We did the opposite. We kept the paid media architecture concentrated and gave each channel one job.
Google captured existing demand
Shopping, Brand Search and Performance Max were built to catch people already looking for products, categories and the retailer itself. The job was not to create excitement. It was to make sure high-intent shoppers had a clean path from search to product to purchase.
Meta created reach and demand
Meta carried the promotion story: the major prize, bonus-entry mechanics and the reason to shop now. Instead of turning 24 partner brands into 24 separate media plans, the campaign used the promotion as the umbrella and rotated the strongest product and prize angles underneath it.
The strategy: one engine for demand, one engine for capture
- Budget concentration. Keep enough spend behind the campaigns that can actually learn instead of dividing budget evenly by brand.
- Clear channel roles. Use Meta to build excitement and demand; use Google to capture people already searching and shopping.
- Fortnightly refresh. Refresh the story every two weeks so the campaign has a new reason to re-enter attention without rebuilding the whole structure.
- Omnichannel measurement. Read online revenue and store activity together. A retail campaign is incomplete if the reporting stops at the ecommerce checkout.
- Return behaviour. Treat entries as more than a one-off conversion. The mechanics were designed to give customers a reason to come back during the 12-week period.
Why the 12-week structure mattered
A prize draw can create a spike. A structured campaign can create a habit. Six fortnightly cycles let us keep the core promotion stable while changing the creative, featured brands and reasons to engage. That gave the campaign enough consistency to build recognition without letting the message go stale.
The bigger lesson
The campaign was not successful because it had more moving parts. It worked because the moving parts had clear jobs. The offer stayed simple, media spend stayed concentrated, the message refreshed on a schedule, and measurement covered both online and in-store behaviour.
What this case study shows
Performance marketing for retail is not just about lowering CPA inside an ad account. The commercial opportunity is often bigger: build a campaign people understand, make the media channels work together, and measure the business result across every place customers can buy.
In this case, the result was A$7M in sales across the three-month campaign window, supported by a 12-week paid media and retail system that operated across eight stores, ecommerce and 24 partner brands.
The Noam Marketing playbook behind it
- Start with the commercial mechanic, not the ad format.
- Do not split a modest budget just because the campaign has multiple brands or locations.
- Assign each channel a clear role in the customer journey.
- Refresh creative on a cadence without constantly resetting the campaign structure.
- Measure the full business outcome – online, in-store, new customers and returning behaviour.
Bottom line
A$7M in three months did not come from making the account more complicated. It came from making the campaign easier for customers to understand and easier for the media platforms to optimise.
More client results
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Planning a big retail or promotional campaign?
If you are running an omnichannel promotion across stores and online and want the media built as one system – not fragmented by brand or location – let’s talk. Book a free strategy call.