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The Strategy That Took a New Tapware Brand to Six Figures
Performance Marketing Case Study
How an Emerging Aussie Tapware Brand Generated $314K During BFCM
The Notorious Collective evolved from a fragmented ecommerce startup into a high-performing digital growth engine. Through integrated Meta advertising, Google Ads, SEO, conversion optimisation, email automation, and strategic customer journey design, the brand generated $314K in gross sales during the Black Friday Cyber Monday campaign period.
When The Notorious Collective partnered with me in September 2025, the brand had strong products and a compelling builder-led story, but lacked the digital infrastructure required to scale. There was no customer nurture system, no strategic funnel, limited conversion optimisation, and underperforming paid advertising.
Within 90 days, I rebuilt the brand’s performance marketing ecosystem across Meta, Google Ads, SEO, email marketing, and conversion optimisation. During the Black Friday / Cyber Monday campaign period from November 6 to December 1, the brand generated $314K in gross sales through a fully integrated growth strategy designed to attract, convert, and retain high-intent customers.
A Full Rebuild: Designing a Growth Engine From Scratch
The first step was to completely rebuild TNC’s performance marketing ecosystem. That meant developing a full-funnel strategy — not just ads, not just SEO, not just emails, but an integrated system where every channel strengthened the others.
I began by designing the overarching strategy that would guide the business into Black Friday / Cyber Monday (BFCM). This included the funnel structure, messaging frameworks, audience segmentation, content direction, SKU hierarchy, and the execution timetable leading into their biggest opportunity of the year.
From there, every piece of the system was rebuilt to support that strategy.
Transforming Paid Performance
TNC’s Meta Ads account was rebuilt from the ground up. A new TOF–MOF–BOF funnel structure was implemented, Advantage+ campaigns were introduced, new creative suites were developed, and retargeting pathways were finally put in place. The brand now had lifestyle creatives, UGC assets, catalogue formats, and static designs that aligned with their tone of voice and the buying psychology of renovators.
Google Ads became the catch engine. After setting up the account correctly, I launched a high-intent Brand Search campaign designed to convert the demand Meta generated. Alongside that, a high-performing PMax campaign was rolled out with deep GA4 tracking and a competitive positioning strategy layered on top.
For the first time, demand and intent were working together — one attracting, one capturing.
Rebuilding the Website for Conversion
A major focus was on conversion optimisation. The site needed to work harder.
Product pages were redesigned with spec tables, warranties, shipping and returns clarity, trust indicators, and dynamic metafields for product data. Imagery was improved, layout hierarchy was tightened, and missing pages were created. Barriers in the checkout were removed, and a new “For Renovators” section was introduced to clarify ICP alignment.
This upgrade finally positioned TNC alongside category leaders such as Meir and Yabby — not as the underdog, but as a legitimate competitor.
Introducing a Revenue-Generating Email Engine
At the beginning of the project, email marketing didn’t exist inside TNC — not a single flow.
Within weeks, I had implemented the entire Klaviyo system, built automated flows for welcome, abandoned cart, browse abandonment, post-purchase, win-back, and BFCM, and created the segmentation and lifecycle journeys needed to drive retention.
One of the most impactful initiatives was the “Win a Bathroom Design” competition — a campaign designed to rapidly build a high-intent first-party audience before BFCM.
A dedicated landing page, Klaviyo form, automated email flow, and Meta lead ads worked together to drive explosive database growth.
TNC’s email list grew from just 6 profiles to more than 850 within weeks.
This not only built a retargeting pool, but created the foundation for strong BFCM revenue.
A Seamless Customer Journey
Once ads, email, and the website were rebuilt, the next challenge was stitching everything together into a frictionless customer journey.
Deep retargeting brought back warm visitors. A win-back strategy revived cold audiences. Lookalike audiences were created using high-quality seed lists gathered from both the website and the Bayview Renovations database. Messaging across every channel was aligned so customers experienced a cohesive journey whether they saw an ad, received an email, or visited the site.
For the first time, TNC wasn’t guessing — they were guiding.
The Results: $314K During BFCM
From November 6 to December 1, The Notorious Collective achieved significant growth across traffic, engagement, and revenue performance.
This wasn’t a fluke. The entire system — Meta attracting demand, Google capturing intent, the website converting, email retaining — worked together exactly as it was engineered to.
TNC didn’t just outperform their past performance — they outperformed the industry.
- $314K gross sales generated during BFCM
- Total ad spend: approx. $12K
- Return on Ad Spend (ROAS): 26:1
- Average Order Value (AOV) increased 63%
- Conversion Rate (CR) increased 460%
- Sessions increased 102%
Results for the period November 6 to December 1, 2025
$314K
Gross Sales
$12K
Total Ad Spend
26:1
ROAS
63%
AOV Increase
460%
CR Increase
Client Testimony
“When Trish first came on board, we honestly had no idea what we needed to have in place to run an e-commerce business properly. No Merchant Center, no CRM, no database, no customer nurturing — and definitely no clear strategy. She sorted all of that out for us.
The results have been beyond our expectations. Who would have thought we’d go from starting at zero to genuinely shaking up an industry full of established players!”
Why This Strategy Worked
The campaign was driven by a coordinated full-funnel strategy where each channel supported the next stage of the customer journey.
Meta created demand through emotionally driven creative, audience segmentation, and retargeting pathways. Google Ads captured high-intent traffic generated through both branded search and Performance Max campaigns. Email marketing nurtured and converted warm audiences through automated flows, VIP early access campaigns, and BFCM sequences.
Rather than relying on isolated tactics, the campaign functioned as an integrated ecosystem designed around real consumer behaviour.
Conclusion
The Notorious Collective demonstrates what is possible when strong products are supported by strategic execution across every stage of the customer journey.
In less than 90 days, the business evolved from fragmented marketing activity into a fully connected growth system incorporating paid advertising, SEO, email automation, website optimisation, and conversion-focused messaging.
The outcome was more than strong campaign performance. It was the creation of scalable infrastructure capable of supporting long-term brand growth in a highly competitive category.
This was not driven by a single tactic or platform. It was the result of strategic alignment, consumer psychology, relentless optimisation, and integrated thinking across every touchpoint.
