CASE STUDY
How Suzanne Grae Unlocked Massive Incremental Revenue
Transforming Suzanne Grae’s media into a high-velocity revenue engine while out-strategising the retail giants.
Background
In a fiercely competitive Australian fashion landscape, Suzanne Grae faced a classic David vs. Goliath challenge: how to win market share and build lasting customer loyalty against rivals with massive advertising budgets. Suzanne Grae had been working with a previous agency and seeing modest results, solid enough to sustain but falling short of their growth ambitions. With a clear mandate to scale market share and acquire new customers efficiently, they brought Tug in to rebuild the approach and unlock the performance their previous setup couldn’t deliver.
Google Search & Performance Max
We completely overhauled the account architecture. Search was rebuilt around granular, high-intent keywords, shifting focus toward non-brand commercial and product-level queries to capture shoppers actively in-market. Moving away from broad, wasteful match types, the restructured account ensured the budget was concentrated where purchase intent was highest. Simultaneously, we deployed Performance Max to unearth untapped demand, feeding the algorithm deep audience signals across retargeting pools, lapsed customer segments, high-value buyer lists and card abandoners, ensuring every dollar was funnelled toward users with the highest propensity to convert.
Meta Ecosystem
On Meta, we built a full-funnel engine that balances retention with aggressive acquisition. By pairing sharp, lifestyle-driven creative, spanning brand-focused awareness content to seasonal sale assets featuring product-in-use imagery, with relentless audience optimisation, we maintained a constant dialogue with existing fans while introducing the brand to high-lifetime-value new shoppers. By aligning exact user intent with tailored messaging that shifted in tone and offer across the funnel, from brand storytelling at the top to urgency-driven retargeting for warm audiences and cart abandoners, we transformed Suzanne Grae’s media from a cost centre into a powerful revenue engine.
Impact
The strategy didn’t just save money; it unlocked massive scalability. By out-strategising the competition, we delivered explosive revenue growth and greater efficiency than the brand’s previous agency. Beyond the numbers, the partnership continues to evolve. Building on the success of Google and Meta, Tug and Suzanne Grae are now expanding into new channels, including Pinterest and programmatic, unlocking further reach and audience diversification.Results
+54%
Revenue (Google)
+158%
ROAS (Google)
+84%
Revenue (Meta)
+34%
ROAS (Meta)
