GROWTH MARKETING
PAPAYA
The Papaya brand was created in 1996, born of a quest to find and form sustainable natural materials and combine these with simple, elegant design to establish a homeware brand that is innovative, contemporary and timeless. Papaya have 7 retail stores across Sydney & Melbourne and a growing online presence.
44%
Higher ROAS
+47.5%
Higher PPC Revenue
+20%
Higher Online Revenue
+10.3%
Higher Transactions
+23%
Higher Conversion Rate
44%
Higher ROAS
+47.5%
Higher PPC Revenue
20%
Higher Online Revenue
+10.3%
Higher Transactions
+23%
Higher Conversion Rate
+19%
Higher Email Marketing Revenue
“Thank you very much for spending the day with us and for not only guiding us in transforming our online business but for your very personal commitment and generous allocation of your time”
Leon B. PAPAYA HOMEWARES
THE CHALLENGES
The furniture and homewares brand is primarily positioned as a brick & mortar retail business however Papaya approached Connected Culture with a desire to grow the online side of their business as well as provide an omni-channel strategy to support the stores with digital activity.
THE SOLUTIONS
Together, Connected Culture and Papaya used a full-funnel strategy across multiple media channels including Google Ads and Meta Advertising to achieve year on year increase of 20%. We surpassed the sales target, reaching an overall year-on-year increase of 30% online sales. The solution was to work on setting up the funnels and optimising the account for conversions with a strong focus on Google as a main channel, and Meta and Klaviyo acting as supporting channels.
The Google account was consolidated by identifying over-segmentation across the campaigns. We also transitioned to Pmax as early as possible to prepare the account for the peak sale season and reach our audiences effectively. Driving in-store sales via PMax Local Campaigns was also a key business objective.
We also provided one-on-one support to the client and closely collaborated with the internal marketing team to determine sales messaging and initiatives necessary to achieve this goal, while maintaining the brand positioning.
Additionally, we advised on current online best practices and implementations that Papaya needed to make for the online component of their business to set them up for success in the e-commerce space, including GA4 tracking, site improvements, product feed changes and the creation of video content to help them transform the online store from being store focused to being a true Omni-channel store.
