Merchgirls

The BRIEF

Long-term scaling of the business. Growing into a multi-million dollar promo merch engine.

WHAT WE DID

When the business was in a growth phase in 2010, the Co-Founders were ready to get serious about marketing. This is when Kennedy entered the building.

We kicked off with a strategy that aligned with the business goals outlined by the Co-Founders. The first place we started was identifying the need to grow organic reach on social media channels, and to create content that not only got the attention of their target audience, but showcased the unique process and product offering that only Merchgirls delivered in what was historically a bland and ‘bro-code’ industry, and build a website that was the starting point for a lead-generation engine.

From there we grew at a steady pace. Marketing ROI was transparent and a key driver of the business’ success.

As the external marketing team for 4 years Kennedy managed;

social media management/content production/blog content/ website build/email marketing/meta paid ads/google ads/ Pinterst paid ads/SEO.

KEYS TO SUCCESS

Lead generation KPIs for each marketing channel
Regular reporting and communication on success metrics
Pivoting regularly to ensure content was engaging the right audience
Collaboration with key staff within the business
Strategic deployment of new marketing channels to stop marketing budget blow out

The Outcomes

After over 4 years of significant growth from a 4 person team to an organisation with over 25 staff, expansion into a two-story studio and warehouse, the build and deployment of a successful lead pipeline for the sales team, bringing in 3 leads per month to over 300 leads per month across multiple channels - in 2025 Merchgirls hired their first internal marketing employee. We handed over the day-to-day marketing and stayed on to support with paid media management and SEO.