Challenges:
The rapid growth and increasingly saturated market of the Sand Free Beach Towel industry put Newlyfe under significant pressure. Competing with established brands that had vast marketing resources, like Tesalate and Dock and Bay, was already a difficult task.
But things became more challenging when Covid reared its head. Australians became more cautious about their spending, especially on non-essential items. Add to that the massive downturn in international travel, and it’s clear Newlyfe had its work cut out for it.
While they had a dedicated fanbase thanks to their solid social media efforts, the challenge remained: how to reach and convert new customers?
Challenges Detailed:
- Competitive Landscape: The Sand Free Beach Towel market was becoming increasingly crowded, making it harder for brands like Newlyfe to shine
- Majors in Play: Industry players like Tesalate and Dock and Bay were investing heavily in marketing, and taking market share
- Covid Economic Impact: The ripple effects of Covid meant people were more hesitant to spend on items deemed non-essential
- Travel Woes: The dramatic decrease in international travel led to a drop in sales, as many of Newlyfe’s towels were traveller favourites
- Reliance on Familiar Faces: Despite having a loyal following, Newlyfe needed to branch out and attract fresh faces to their brand
- Challenges with Paid Ads: Aiming to capitalise on META and Google paid ads, Newlyfe was in search of the right strategy to amplify their reach
Solutions:
When the traditional routes weren’t cutting it, Newlyfe decided to pivot. They tapped into Australians’ changing travel habits and shifted focus to the thriving Caravan and Camping Industry.
Recognising the uptick in domestic travel, Newlyfe saw an opportunity to stand out from competitors who were still targeting tropical vacationers.
With BSD’s guidance, the brand executed precise, tailored campaigns on Facebook and Google, honing in on potential customers and providing them with what they were truly seeking in a travel towel.
Solutions Detailed:
- Tapping into Local Travel Trends: Realising the potential in Aussies’ shift to domestic travel, Newlyfe aimed to be their go-to towel brand
- Understanding Their Audience: By engaging with their patriotic customer base and understanding their needs, Newlyfe solidified its reputation in the caravan and camping community
- Leveraging Paid Channels: Newlyfe partnered with BSD to use paid media channels effectively, reaching their ideal target audience
- Facebook Strategies: BSD targeted interest groups related to caravanning and travel on Facebook, cycling through different ad versions and refining them based on results
- Google Campaigns: BSD tackled Google by setting up a Brand Search campaign, designed to safeguard Newlyfe from competitors bidding on their name. Additionally, with the Performance Max campaign, BSD ensured that Newlyfe took full advantage of Google’s sophisticated algorithms
- Regular Collaboration: Newlyfe and BSD kept lines of communication open, with meetings and detailed update videos to discuss results and strategise further
In partnering with BSD, Newlyfe not only found solutions but also saw their vision come to life in ways they hadn’t imagined before.