Case study:



Introduction
Papaya is a premium furniture and homewares brand known for its curated, natural designs. With a focus on elevating everyday spaces, Papaya partnered with us to push revenue growth while lifting AOV across all digital channels.
Challenge
One of the key challenges in this project was maintaining Papaya’s premium brand identity while scaling performance marketing across multiple channels. Striking the right balance between visually rich, lifestyle-focused creative and conversion-optimised messaging required careful testing and iteration.
Strategy
We implemented a full-funnel strategy that combined performance-driven Google and Meta ads with Klaviyo email flows and campaigns. Our creative direction featured lifestyle-centric ad content and educational email sequences that drove engagement and repeat purchases.
Our Results
+40%
Revenue YoY
8
ROAS
+23%
PPC Revenue YoY
+9%
Online Revenue YoY
+13%
AOV YoY
+40%
Revenue YoY
8
ROAS
+13%
AOV YoY
+23%
PPC Revenue YoY
+9%
Online Revenue YoY


As a new business, Connected Culture was instrumental in executing a successful launch. Elzanne and her team are extremely dedicated, and the knowledge and expertise they brought to our business was invaluable. I'd definitely recommend Connected Culture for anyone wanting an invested agency partnership - they definitely walk the walk, not just talk the talk!
Arabella Clare | The Honest Label
We are very pleased with the work of the Connected Culture team. They take the time to truly understand our goals and offer personalized solutions that have been able to drive results. Elzanne and Daniella are always happy to offer advice while we are learning these new avenues of digital marketing.
Juliette Lore | Papaya
Elzanne and her team of amazing superstars at Connected Culture have, in a very short space of time, developed and executed the entire digital marketing strategy for our newly launched business. To add to their credit, this was all done amongst a tight budget and with limited resources (and during the COVID-19 crisis!).
Shaun Katz | Beauty By Australia
Amazing company to work with. Connected Culture was recommended by a business associate. Elzanne has an in-depth understanding of marketing and branding and how to deliver outcomes driven by strategy through to detailed execution. She is a member of our advisory team and an invaluable contributor.
Our team works with Connected Culture on a truly collaborative basis.
Our team works with Connected Culture on a truly collaborative basis.
David Light | Icon By Design
Connected Culture has been great to work with. They have helped our business considerably, shifting from predominately a retail business into e-commerce.
Their approach to digital marketing has been impressive and their strategy, analytics and use of data have been
incredible. It's an added bonus that all of their team are legends to work with too!
Eric Saad | Feedwell
Connected Culture are amazing. These people go above and beyond to help your business grow. My business is an ecommerce Furniture business that is only 12 months old. When I first met Elzanne from Connected Culture I told her that I am after transparency and honesty as I was previously burnt by another Digital Agency who took my money and did no work. Elzanne and her team picked up the pieces and put all the right things in place and were very honest and transparent and explained everything to me about the next steps to help achieve our goals and help my business grow. These people really care about your business and I highly recommend Connected Culture.
Elite Custom Furniture | Rita Cassar