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Refined Group - case studies
Kiwi Sheepskins: Modernising a Kiwi Icon — Brand, Content & Performance That Converted
5x
Blended ROAS
"Blown away — we did not expect the quality to be that good."
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Gorran Marusich
Managing Director, Kiwi Sheepskins
The Challenge
Kiwi Sheepskins had a loyal customer base and a genuinely great product, but their digital presence didn't reflect it. The brand felt dated, the content was inconsistent, and there was no real strategy tying advertising, social, and email together. Against increasingly polished competitors, they were losing ground — not on product quality, but on presentation and execution.
1
Outdated brand style and visual identity
2
Poor product imagery and content library
3
No cohesive digital strategy
Strategy
We isolated each problem and addressed it independently, while keeping everything aligned under one unified brand direction — rebuilding Kiwi Sheepskins' digital presence from the content up, then activating it through performance marketing and email.
Social Media & UGC Strategy
We built a full social media strategy combined with an internationally sourced UGC programme. Creator selection wasn't guesswork — we used Meta ad data to test product-to-market fit across audiences first, then matched specific products to the right creators based on what the data told us. The result was a doubling of social engagement month on month.
Content Shoots & Product Photography
The brand lacked the visual substance to compete. We led two content shoots — one focused on lifestyle and the soul of the brand in a New Zealand context, the other a dedicated product photography shoot to elevate how the core product range was presented. Product photography was prioritised first: if the product doesn't look the part, nothing else converts. The new imagery brought Kiwi Sheepskins visually in line with its competitors and measurably improved conversion across the site.
Meta Ads & Email Marketing
We designed a full-funnel approach to conversion. Meta campaigns ran brand awareness at the top, with audience and product testing validating market fit before scaling spend. Promotional campaigns across Black Friday and New Year delivered a 4x ROAS in a premium category. Email flows were designed and deployed in parallel, driving a 30% uplift in email-attributed revenue.
Process
Phase 1
Discovery & Brand Audit
A thorough review of Kiwi Sheepskins' current digital footprint — ad account history, content quality, competitive positioning, and customer perception — to identify exactly where the gaps were and what needed to be fixed first.
- Digital & ad account audit
- Brand and visual identity review
- Competitor benchmarking
- Audience research
Phase 2
Strategy & Creative Direction
We defined the brand direction, channel strategy, and content priorities — creating a clear roadmap that addressed brand, content, paid media, and email as one connected system.
- Quarterly digital roadmap's
- Brand creative direction
- Content shoot brief & production plan
- Paid media strategy (Meta)
- Email flow architectural design
- UGC creator brief & outreach framework
Phase 3
Increase In Email Revenue
Shoots executed, content delivered, campaigns and email flows launched — with UGC assets rolling in parallel to keep the content pipeline full.
- Lifestyle brand shoot
- Product photography shoot
- Meta campaign launch
- Email flow activation (working with partners)
- UGC programme launch
Phase 4
Scale & Optimize
Scaled successful initiatives while maintaining efficiency and improving conversion rates.
- Weekly performance reporting
- Meta audience & creative testing
- Promotional campaign execution (Black Friday, New Year)
- Email performance optimisation
- Ongoing UGC production
Results
Over 12 months, Kiwi Sheepskins went from a brand that looked its age to one that looked the part — with content, advertising, and email working together to drive measurable growth across every channel.
On Meta Ads campaigns
5x
ROAS
Month On Month Interaction
400%
Social Engagement
From email flow design and weekly promotional emails
+30%
Increase In Email Revenue
+340%
8.5x
Return on Ad Spend
What's Next
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