MG&CO
MG&CO
Distinctive design, structured for scale.
How we helped Matilda Goad & Co grow with intention.
Client case study - MG&Co
What started with signature Scallop Lampshade has led to a thoughtful collection of unique homeware, offering a contemporary spin on interior classics. With an emphasis on pieces that offer both personality and purpose, founder Matilda pulls inspiration from daily rituals, designing homewares to be truly lived with.
The challenges.
SCALING CUSTOMER AQUISITION
Matilda Goad set ambitious growth targets, requiring a more structured paid marketing strategy to scale customer acquisition and revenue. A stronger paid approach was needed to accelerate results.
INEFFICIENT PAID SOCIAL
The paid social strategy lacked key optimisations, with no retargeting to re-engage potential customers, leading to lost conversions. Limited audience and ad format testing restricted targeting effectiveness and campaign efficiency.
UNDERPERFORMING CREATIVE
A lack of creative variety and unoptimised copy reduced ad performance. Without structured creative testing, the brand missed opportunities to refine messaging and drive engagement.
The A&K approach.
Strategic Paid Social Overhaul
We implemented a full-funnel paid social strategy, ensuring a constant and structured retargeting campaign. We also introduced audience segmentation strategies, including high-intent lookalike audiences, to refine targeting and improve conversion rates.
Creative & Messaging Optimisation
We introduced a structured creative testing framework, incorporating diverse ad formats such as shoppable Collection and Dynamic Product Ads (DPA). High-quality video content and lifestyle-driven visuals were leveraged to increase engagement, while ad copy was sharpened for clarity and stronger calls-to-action.
Data-Driven Performance Testing
A rigorous test-and-learn approach was applied to audiences, formats, and messaging - analysing performance data to refine targeting, improve efficiency, and scale high-performing campaigns, ensuring sustainable and profitable growth.
The results.
In the first 3 months, restructuring on both platforms led to elevated performance and refined brand representation.
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Site Revenue YOY
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Online Store Sessions YOY
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Visitors YOY
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Orders YOY
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New Customers YOY
“You speak like normal people, not 'ad' people - you show understanding and affinity with our brand and goals. The Axe & Kettle value is in the ability to understand our brand specifically, our target audience and how we want to promote ourselves/run ads, which is quite specific.”
Anna Sutton, Director