Tapping Into Intent: How a New Tapware Brand Went from Zero to Six Figures

Catch Me Marketing Co. has been shortlisted for three categories at the 2026 Global Search Awards:

• Best Use of Search – Retail / eCommerce

• Best Integrated Campaign

• Most Innovative Campaign (PPC)

Three nominations. One campaign. And one emerging Australian brand with an ambitious goal and the willingness to trust the strategy behind it. This is what can happen when search, paid media, customer psychology, email, and conversion strategy stop operating as separate disciplines and start working together towards the same commercial goal.

This post is about the work behind the campaign, but more than that, it’s about what it means when a campaign delivers beyond what anyone dared to expect.

Who We Are

Catch Me Marketing Co. is a boutique strategic marketing studio based on the Mornington Peninsula, Victoria, Australia.

We work with a deliberately small portfolio of clients across marketing strategy, performance marketing, SEO, content, websites, and lifecycle marketing. It’s a model built around staying close to the work. Our clients work directly with a senior marketing expert, from strategy through to implementation, optimisation, and reporting.

Our approach is grounded in postgraduate marketing methodology. Every decision is research-led and evidence-based. We build genuine partnerships with our clients, investing in their success well beyond a single campaign.

The campaign behind these three nominations is the kind of campaign that defines what we do — every discipline, every channel, every strategic lever working as one.

The Work: Untapped to Unstoppable

When TNC engaged us in September 2025, the brief was clear and the timeline was tight. Black Friday Cyber Monday (BFCM) was just nine weeks away.

There was no functioning CRM or customer nurture strategy. Google Merchant Center had not been established. The paid media ecosystem needed rebuilding. There was no meaningful first-party audience, limited conversion history and no cohesive customer journey connecting discovery with purchase.

We weren’t optimising an established ecommerce engine.

We were building one while preparing it for the most competitive retail period of the year.

The Strategy: Attract Demand. Capture Intent. Nurture. Convert.

The central strategic principle was simple: customers don’t think in channels, so neither should the strategy.

A renovator might discover TNC through a Meta ad, watch a piece of UGC, visit the website, leave, search the brand on Google several days later, read reviews, join the database and eventually return to purchase.

Every one of those interactions matters, even if an attribution platform ultimately gives the sale to just one of them.

Meta Ads: Creating Demand

A complete TOF, MOF and BOF Meta funnel was developed, incorporating Advantage+ and manual campaigns, structured retargeting pathways and creative designed around the psychology of the renovation buyer.

Google: Capturing Intent

Google Merchant Center and Google Ads infrastructure were established, with a Brand Search campaign designed specifically to capture the demand being generated elsewhere in the funnel.

Performance Max extended reach across Google’s ecosystem, supported by GA4 conversion tracking, optimised product data and a stronger Merchant Center feed.

Meta attracted demand. Google captured intent.

Klaviyo: Turning an Audience Into an Asset

TNC began without an established email marketing ecosystem, so Klaviyo was implemented from the ground up.

Welcome, Abandoned Cart, Browse Abandonment, Post-Purchase and Win-Back automations were developed alongside segmentation, BFCM campaigns and VIP Early Access.

For the first time, the business could continue the conversation with people who weren’t ready to buy immediately, rather than paying to acquire their attention and then losing them.

Conversion Optimisation:

Generating traffic was only valuable if the website could convert it.

Product pages were strengthened with clearer specifications, warranties, shipping information, USPs and trust signals.

The founder story also became an important credibility tool. Rather than presenting TNC as simply another online tapware retailer, we connected the brand to the founder’s three decades of renovation experience.

For homeowners, that created reassurance.

For builders and trade recommenders, it created peer credibility.

The Creative Standout: Win a Bathroom Design

One of the most important strategic decisions happened before a single BFCM campaign went live.

Rather than waiting until November to find customers, we set out to build a relevant first-party audience in advance.

The Win a Bathroom Design competition was deliberately created to attract people actively considering renovation, rather than an audience motivated purely by a giveaway.

The prize itself acted as a qualifier.

A dedicated landing page, Klaviyo entry form, automated nurture sequence, Meta lead generation and retargeting strategy grew TNC’s database from just six contacts to more than 850 subscribers in approximately six weeks.

By BFCM, TNC wasn’t speaking to an empty room.

It had an audience.

The Results: $300K+ During BFCM

Every objective was exceeded during the BFCM campaign period (November 6 to December 1, 2025). A brand that didn’t exist in the market twelve months prior generated $300,000+ AUD in gross sales, achieved a 26:1 blended ROAS on approximately $12,000 in ad spend, and increased Conversion Rate by 460%.

But the result we’re most proud of isn’t a number.

Less than three months earlier, this was a new ecommerce business without the marketing infrastructure, audience, or customer journey required to compete effectively at scale.

By BFCM, it was standing alongside established category players during the most competitive retail period of the year and generating six-figure results.

That transformation is what this campaign was really about.

In Our Client’s Words

“When Trish first came on board, we honestly had no idea what we needed to have in place to run an e-commerce business properly. No Merchant Center, no CRM, no database, no customer nurturing — and definitely no clear strategy. She sorted all of that out for us.

The results have been beyond our expectations. Who would have thought we’d go from starting at zero to genuinely shaking up an industry full of established players!”

— Dave, The Notorious Collective

What The GSA Recognition Means to Us

Being shortlisted at the Global Search Awards is one of the highest forms of recognition in our industry — and to receive it across three categories is something I’m deeply proud of.

For me, the three categories collectively validate something I strongly believe: methodology, integration, and precision can compete with scale.

As an independent marketer, I don’t have departments of specialists working independently across paid search, social, SEO, email and CRO.

That is intentional.

Staying close to every part of the customer journey means I can see the relationship between them. I can see when Meta is creating search demand, when website friction is undermining paid media, when customer behaviour should influence creative, and when an attribution number isn’t telling the whole story.

“To have this campaign recognised in three categories tells me that methodology and precision can compete with scale. That matters to me enormously, both as a practitioner and as someone who’s spent years studying the evidence behind what actually works in marketing.

But what moves me most isn’t the shortlisting itself. It’s what it represents for Dave and the team at TNC. Watching a new business go from having almost none of the infrastructure it needed to genuinely challenging established brands is why I love this work. These nominations belong to both of us.”

— Trish, Founder, Catch Me Marketing Co.

At Catch Me Marketing Co., we build partnerships, not just campaigns. When our clients succeed, we celebrate alongside them. And, this one is definitely worth celebrating!