Morning Made
Expanding eCommerce Markets
Morning Made, a retail-led wellness brand with a strong in-store presence across Coles (AU) and Walmart (US), approached us to supercharge their U.S. eCommerce growth. While their foothold in AU/NZ was well-established, the U.S. online market remained underdeveloped—restricting their ability to scale ad spend and drive meaningful digital revenue.
Our challenge was to shift momentum online by building a strategy that would increase sales velocity, unlock budget scalability, and create a sustainable growth engine for the brand’s U.S. eCommerce channel. The focus: performance-first creative, platform-specific media buying, and profitable acquisition.
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Project Goals Accelerate profitable eCommerce growth in the U.S. while complementing existing retail success
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What We Did We audited U.S. buyer behavior, launched geo-targeted campaigns on key coasts, and built a full-funnel strategy across Meta, Google, TikTok, and Pinterest.
Our Brief
Morning Made’s retail footprint in the U.S.—anchored by a presence in Walmart—was expanding rapidly, but its eCommerce growth wasn’t keeping pace. While the brand had a loyal customer base in AU/NZ, its U.S. digital presence was under-leveraged and struggling to scale profitably. Ad spend lacked the efficiency and structure needed to support sustainable online growth, and the disconnect between retail visibility and digital engagement was limiting overall brand performance.
To close the gap, Morning Made needed more than just media buying—they needed a performance-driven strategy built to scale. Our goal was to align their digital efforts with their growing retail presence by increasing online sales velocity, improving customer acquisition efficiency, and creating a scalable, omnichannel marketing engine. Through data-backed insights, geo-targeted campaigns, and a platform-specific full-funnel strategy, we helped the brand unlock profitable growth in the U.S. and position their eCommerce channel as a powerful complement to their in-store success.
Our Strategy
We focused ad spend on East and West Coast consumers, driving efficient growth in proven markets. Using this foundation, we expanded nationally with a full-funnel strategy across Meta, Google, TikTok, and Pinterest to engage customers end-to-end.
The Challenges
Scaling eCommerce ad spend in the U.S. had been a challenge for Morning Made, with previous efforts leading to diminishing returns. A key issue was the significant variation in consumer demand across different U.S. regions.
Rather than applying a blanket strategy, we took a hyper-targeted approach—focusing initial efforts on high-performing regions where the brand already had traction. This allowed us to drive profitability, improve budget efficiency, and create a roadmap for wider national expansion.
The Result
By owning high-performing US regions first, we built a scalable, profitable eCommerce model that allowed Morning Made to expand nationwide—solidifying its position in both retail and digital markets.
- 2+
- ROAS targets met
- 220%
- Increase in US Ad Spend
- 100x
- Walmart stores entered
- 250%
- Increase in spend during promotional periods
