Case study
Fashion For Fun
The Costumes.com.au playbook, properly localised: 5.48x ROAS at a $14 cost per acquisition in New Zealand.
The brief
The challenge
Running a sister brand in a second country sounds like a copy-paste job. It isn’t. New Zealand has its own seasons of demand, its own search behaviour and its own campaign economics, so the playbook that works for Costumes.com.au in Australia had to be re-tuned, not duplicated.
Delivery
One playbook, two markets
Because the same team runs both brands, every lesson from the Australian store gets applied across the Tasman without being paid for twice.
Google Ads
Demand captured as it happens
Google Ads catches costume demand in the moment, tuned to New Zealand’s own seasons and search behaviour rather than a copy-paste of the Australian account.
SEO & Email Marketing
The base under the paid activity
SEO builds organic visibility beneath the campaigns, and email brings past buyers back for the next dress-up occasion, the repeat purchases that make a $14 acquisition cost genuinely profitable.
CRO
A site that finishes the job
Ongoing conversion work keeps the website turning visits into orders, currently 2.9% of visitors become buyers.
Results
Localised, not duplicated
Figures relate to Fashion For Fun in the New Zealand market.
ROAS
Cost per acquisition
Website conversion rate
What’s next
Thinking about a second market?
Expanding a store across a border isn’t a copy-paste job, but with the right playbook, it doesn’t need a second agency, a second strategy and a second budget to prove everything from scratch either.
Let’s work together
Running one brand and eyeing another market?
Book a discovery session and we’ll map what carries over, what needs localising, and what it should cost to find out.
Book a discovery session