Rebuilding AirH2O’s Online Presence Under Pressure

Frankie & Co Clothing is a well-established Australian fashion retailer offering a curated range of women's clothing, accessories, and lifestyle products. Following a change in ownership by a long-term MJ Digital client, the business required a refreshed digital strategy to support its next chapter of growth.

The new owners recognised the opportunity to modernise the online experience, improve marketing performance, and build a stronger foundation for future expansion.

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The Brief

Following the acquisition of Frankie, the new owners engaged MJ Digital to help reposition the brand and unlock future growth opportunities.

The objectives were to:

Rebuild and modernise the existing website
Improve the online shopping experience
Take over Google Ads and Meta Ads management
Develop a strategic marketing roadmap
Support ongoing business growth through digital channels

The website needed to better reflect the direction of the new ownership while creating a stronger customer experience and improving marketing performance.

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The Approach

We rebuilt the website with a focus on improving usability, navigation, and overall customer experience.

The updated website focused on:

A cleaner and more modern design
Improved mobile experience
Enhanced product discovery
Streamlined customer journeys
Better conversion opportunities

Beyond the website, we assumed responsibility for both Google Ads and Meta Ads management, creating a more cohesive digital marketing strategy across all channels.

This included:

Campaign restructuring
Audience refinement
Conversion tracking optimisation
Creative and messaging alignment
Ongoing performance management

In addition to delivery and execution, MJ Digital also stepped into a strategic marketing advisor role, working closely with the business owners to identify opportunities, prioritise initiatives, and support long-term growth plans.

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The Results

The result was a stronger digital foundation designed to support Frankie through its next phase of growth.

The project delivered:

A modernised website experience
Improved customer journeys
Better platform performance
Managed Google Ads and Meta Ads campaigns
Strategic marketing guidance
A scalable framework for future growth

One of the standout outcomes came through paid media performance. Through campaign restructuring, improved targeting, enhanced tracking, and ongoing optimisation, we increased Google Ads performance from a Return on Ad Spend (ROAS) of approximately 3x to 16x, significantly improving profitability and customer acquisition efficiency.

By aligning website performance, paid advertising, and strategic planning, the business is now better positioned to grow both its customer base and online revenue.

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Website, Advertising & Strategy Working Together

While the website provided the foundation, the real growth came from connecting every part of the digital ecosystem.

Through ongoing Google Ads management, Meta Ads optimisation, and strategic marketing consultation, we were able to identify growth opportunities, improve campaign performance, and deliver measurable commercial outcomes.

Taking Google Ads from a 3x ROAS to 16x ROAS demonstrated the impact of combining a better customer experience with a data-driven advertising strategy.

The result is a business that now has stronger marketing performance, a more effective online store, and a clear roadmap for future growth.

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