Building a Multi-Platform Advertising Strategy for a Gorgeously Simple

Published: August 2026

 Overview

This project involved developing a comprehensive display and video advertising strategy for a premium Australian fashion retailer. The objective was to improve advertising efficiency, reduce media costs, expand brand awareness and increase qualified website traffic while creating a scalable framework for long-term growth.

The strategy combined audience research, platform selection, creative planning, bidding optimisation and remarketing to deliver a data-driven advertising approach across Google, Meta, TikTok and Pinterest.

 The Challenge

Performance analysis identified opportunities to improve advertising efficiency across existing campaigns, particularly Cost Per View (CPV) performance and Return on Ad Spend (ROAS).

The strategy aimed to:

• Increase website traffic by 30%

• Improve brand awareness and campaign reach

• Reduce CPV across YouTube and TikTok

• Achieve a sustainable ROAS benchmark through ongoing optimisation

 Audience Strategy

Rather than relying on a single customer profile, the campaign targeted two complementary audiences.

Premium Luxury Consumers

A high-income audience interested in luxury fashion, premium fabrics, sustainability and timeless wardrobe investments. Campaign messaging focused on quality, exclusivity and craftsmanship while targeting users actively researching premium fashion brands.

Modern Lifestyle Professionals

Women aged 25–45 seeking stylish, versatile and sustainable fashion for everyday wear. This audience regularly discovers brands through Instagram, TikTok and Pinterest and values outfit inspiration, reviews and practical styling advice.

 Advertising Strategy

A full-funnel advertising approach was developed to attract new customers while nurturing users already familiar with the brand.

Audience Targeting

The strategy incorporated:

• Google In-Market and Affinity Audiences

• Intent-based Custom Segments

• Interest targeting

• Lookalike Audiences

• Geographic targeting based on seasonal demand and climate

• Behavioural audience segmentation across Google and Meta platforms

Remarketing

To maximize conversion opportunities, the strategy recommended:

• Dynamic product remarketing

• Audience list remarketing

• Customer Match audiences

• Segmented campaigns for product viewers, cart abandoners, previous purchasers and high-value customers

• Engagement remarketing for warm audiences across social platforms

 Creative & Messaging

Creative recommendations focused on building trust while improving engagement through personalised experiences.

Key approaches included:

• Dynamic Creative Optimisation (DCO)

• Social proof using customer testimonials and influencer content

• PAS (Problem–Agitate–Solution) copywriting framework

• Platform-specific creative for YouTube, Meta and Pinterest advertising formats

Brand messaging emphasised:

• Premium quality over fast fashion

• Sustainable and ethical production

• Natural comfort and premium materials

• Seasonal campaigns aligned with consumer demand throughout the year

 Platform Selection

Advertising activity was strategically distributed across multiple platforms to maximise audience reach throughout the customer journey.

Google / YouTube

• Video awareness campaigns

• Cost-efficient reach

• Smart bidding optimisation

Meta (Facebook & Instagram)

• Broad demographic reach

• Strong remarketing capabilities

• Lower average CPC opportunities

TikTok

• Short-form video content targeting younger audiences

• Creative-first campaign structure

Pinterest

• High purchase intent

• Longer content lifespan

• Ideal platform for premium fashion discovery

 Optimisation Framework

Campaign performance would be continually refined using:

• A/B testing

• Creative optimisation

• Smart bidding strategies

• Target ROAS optimisation

• CPV optimisation

• Placement exclusions and brand safety controls

• Ongoing performance monitoring across all channels

 Expected Outcomes

The strategy established measurable milestones designed to improve efficiency and business performance, including:

• Reduced Cost Per View across YouTube and TikTok

• Increased website traffic

• Improved Return on Ad Spend

• Greater brand awareness and campaign reach

• Continuous optimisation through data-driven decision-making

 Skills Demonstrated

• Display Advertising Strategy

• Video Advertising Strategy

• Audience Segmentation

• Google Ads

• Meta Ads Manager

• TikTok Advertising

• Pinterest Advertising

• Remarketing Strategy

• Smart Bidding

• Conversion Optimisation

• Campaign Planning

• Creative Strategy

• Performance Marketing

• Digital Marketing Analytics