OceanRoad Swimwear

Transforming Customer Insights into Profitable Marketing


OceanRoad Swimwear partnered with Staunch Digital to overhaul their marketing from the ground up. The journey began when founder Tanya attended a workshop hosted by the Suburban Business Hub, sponsored by the Brisbane City Council. As part of a government-funded initiative, she took part in the How to Market Your Business masterclass, presented by Paul Finn.

Following the session, Tanya reached out to Paul for help with a grant application. She applied for the Lord Mayor’s Women in Business Grant, part of the Brisbane Business Hub and the Brisbane Economic Development Agency. Her application was successful, and she engaged Paul for a 16-week one-on-one coaching program.

The sessions focused on building from the ground up, starting with a deep and structured process to clarify OceanRoad’s brand messaging. From there, the strategy encompassed content, advertising, partnerships, and execution, resulting in a viral video, profitable campaigns, and a confident roadmap for growth.

 

The Challenge

OceanRoad Swimwear had no marketing plan, no system, and no clear strategy to reach its audience. Without time or guidance, Tanya was stuck doing the bare minimum, unsure how to grow.

 

Strategic Approach

  • Completed a comprehensive messaging deep dive to establish the brand’s voice, tone and values

  • Developed a 10-page Brand Message Guide that now underpins all content, including socials, ads, website, video and email

  • Created organic content using the new messaging framework, leading to a viral TikTok

  • Repurposed organic content into a profitable ad campaign based on real customer insights

  • Explored aligned partnerships and wholesale opportunities with tailored pitches

 

Implementation

  • 16 one-on-one coaching sessions

  • Psychographic mapping of OceanRoad’s ideal customers

  • Scripts and creatives built using the Brand Message Guide

  • Outreach to aligned brands and events

  • Ongoing review of ad data to guide next steps

 

Performance Highlights from Paid Campaigns

  • Week 1: $27 spent → $135 revenue = 5x ROAS (Return on Ad Spend)

  • Week 2: $106 spent → $776 revenue = 7x ROAS

  • Combined: $133 spend → $911 revenue = 6.8x ROAS

  • Total website visits: 1,048

  • Cost per website visit: $0.07

  • Total sales: 11

  • Average cost per acquisition: $12.09

  • Average value per sale: $82.82

 

Results

  • A viral TikTok video that reached over 70,000 views organically

  • Profitable ad campaigns with up to 7x return on ad spend

  • A clear and confident brand voice is now used across all content.

  • A complete messaging guide that allows the founder or team to copy-and-paste on-brand messaging

  • Promising partnership and wholesale opportunities opened.

Key takeaways

  • Messaging is everything. Get it right, and everything else becomes easier.

  • Psychographic insights give you clarity on what your audience needs to hear.

  • Ads built from strong organic content reduce cost and increase performance.

  • A structured coaching process backed by tangible tools creates long-term confidence and capability.