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Myblanket
Project type
Niche Market Penetration & High-Conversion Growth
Market
New Zealand, Australia
The Context
A family-owned New Zealand business specializing in high-quality, personalized merino and cotton baby blankets.
The Challenge
Operating in a saturated nursery market with a very limited marketing budget. The brand had low visibility in the competitive Australian market and needed a way to acquire customers profitably without a high "burn rate" on ad spend.
The Strategy (What I Did)
Niche Identification: Pivoted away from broad terms to focus on high-intent keywords like "Personalised Merino Baby Blankets Made in NZ."
Conversion-First Ads: Optimized Google and Meta ads to target only the "conversion layer" of the audience (active gift-buyers).
SEO & AI Readiness: Rebuilt the technical SEO structure to ensure the brand was the primary answer for "best personalized baby gifts" in AU/NZ.
Budget Efficiency: Aggressively pruned non-performing ad segments to ensure 100% of the budget was driving sales, not just impressions.
The Results
Immediate ROI: 80% increase in revenue starting from the second month of optimization.
NZ Visibility: Organic and AI search visibility increased from 13% to 62% in the NZ market.
AU Expansion: Grew AU search visibility from 8% to 42% in just 3 months.
Efficiency: Massive increase in web conversion rates by narrowing the focus to high-intent shoppers.
Ready to see these kinds of numbers in your own business? Whether you need a lean, high-conversion engine or a total global digital transformation, I’d love to help you map out the next 12 months.
