Driving D2C click share for a brand that does everything For the Love of Dog

gummi sells premium, design-led dog accessories through third-party retailers, but growing direct-to-consumer sales means winning click share for their own site. With a small in-house team, gummi brought The Garden in to manage and optimise the advertising, starting with Google search.

Client: gummi
Industry: Beyond
Solutions: Media & Performance
Region: Australia

Increase in purchases

260%

Increase in top impression share

88%

Decrease in cost per purchase

25%

Increase in ROAS

18%

The challenge

A crowded market, competitors bidding on the brand, and a product feed whose generic naming was surfacing gummi in irrelevant searches. The job was to protect the brand, gain impression share among high-intent users, and grow direct purchases without burning the budget of a small business.

Our solution

A multi-channel structure combined branded search, shopping, dynamic search and Performance Max, with top-of-funnel and retargeting support on social. We optimised the product feed by inserting the brand name and “dog” into product names, instantly cleaning up relevance, and let gummi’s strong imagery and personality carry a Performance Max campaign highlighting promotions with time-bound urgency and sitelinks straight to the sale page.

The results

Purchases rose 260%, top impression share climbed 88%, cost per purchase fell 25% and ROAS lifted 18%. Planning activity across the year culminated in a Cyber Weekend with 100% year-on-year revenue growth, and November 2022 became gummi’s biggest sales month ever.

From the team

It's been really rewarding to work with gummi not only on their search advertising, but on their overall digital marketing strategy for the business. Working with them to plan activity throughout the year culminated in a really successful Cyber Weekend, and November 2022 was their biggest month of sales ever!