Surf Hardware International, headquartered in Sydney with a global presence, is a top-tier supplier of surfing equipment and accessories. Their brand, FCS Australia, leads the market in surfboard fins, covers, traction, leashes, and more. The company stands out for its commitment to environmental preservation, dedicating 1% of all sales to ocean conservation initiatives, thus aligning their business operations with ecological responsibility.
As an ecommerce brand, Surf Hardware initially engaged with Rocket Agency to elevate their YouTube Ads and SEO strategy to increase their brand awareness within their niche market.
Following exceptional ecommerce results from initial campaigns, Surf Hardware expanded their partnership with Rocket to include their entire Google Ads Account. The central goal was ambitious yet clear: achieve a 2.4x return on ad spend (ROAS) for the FCS brand, which demanded a nuanced and innovative approach given the highly competitive nature of the digital advertising space for surfing equipment.
Rocket Agency embarked on an in-depth brand analysis to pinpoint the unique selling points and customer preferences within the Surf Hardware portfolio. The analysis revealed that FCS’s surfboard fins were not only the best-selling category but also the most recognised product among their offerings.
This insight was crucial, as the target demographic - advanced and experienced surfers - demonstrated a preference for customising their surfboards with high-quality fins, differentiating them from beginner surfers who usually opt for more affordable, pre-fitted fins.
Ad Campaign Strategy and Execution:
The campaign was a resounding success:
ROAS Excellence: The campaign not only met but significantly exceeded the target, achieving an average ROAS of 7.56. This was 2.1x better than the target.
Growth and Improvement: Compared to the previous six months, there was a 77.8% increase in ROAS from Google Ads and a substantial 39.14% increase year-over-year.
Rocket Agency has solved digital marketing challenges for hundreds of Australian businesses and run thousands of successful campaigns across SEO, Google Ads and Social Media to deliver tangible business results. Our case studies reflect our digital marketing expertise across industries and channels.
This is possibly Australia's most-awarded digital marketing campaign in 2020-2021! Mirvac's LIV Indigo is a brand new property concept and category in Australia based on the build-to-rent model. Rocket Agency, together with branding agency Chello were challenged to bring this concept to life with an integrated marketing campaign, aimed to drive brand awareness and leases – all this during a global pandemic and rental downturn. Rocket suggested a digital-first strategy to the launch, going against the traditional approach to property marketing. Launching, scaling, and optimising the campaign across 6+ channels and using 100s of creatives, Rocket was able to smash targets set by LIV to deliver amazing awareness and quality leads that converted to paying customers.