Iconic outdoor apparel brand Swanndri set out to expand beyond their traditional rural New Zealand customer base.
With aspirations to connect with a new generation of urban consumers and prepare for growth in international markets, they needed a digital strategy that would scale without compromising the brand’s authenticity.
Rather than tackling everything at once, Swanndri partnered with Calibrate to approach growth one strategic initiative at a time. Through targeted digital campaigns and smart marketing automation, Calibrate has supported Swanndri’s evolution from a legacy brand to a modern, digitally-enabled business with global ambition.
+28
%
Year-On-year online sales growth
+163
%
Increase in Google Ads Search + Shopping revenue
+50
%
Increase in conversion rate for Meta Ads
The Solution
A Smarter Platform for Customer Retention
We began by overhauling email marketing, helping Swanndri migrate to Klaviyo and establishing a future-proofed approach to automation, segmentation, and data-driven personalisation. With the right platform and processes in place, we then expanded our focus to paid media.
Extending Reach with Paid Social
Swanndri’s strong visual identity and seasonal product stories provided the perfect opportunity to amplify their presence on social media. Through a series of highly-targeted paid social campaigns, we helped them grow reach, engagement, and relevance with a new urban customer base.
Search and Shopping with Scale in Mind
Following this success, we were appointed to lead their Google Ads activity. By restructuring their search and shopping campaigns, we unlocked significant performance improvements across both New Zealand and Australia, enabling Swanndri to scale with confidence.
Growing the Database, Fueling the Future
Finally, we designed and executed tailored lead generation campaigns to rapidly grow their subscriber database and capture valuable first-party data. This not only delivered strong results in the short term, but also empowered Swanndri to deepen personalisation and cross-channel integration across future campaigns.
Email Marketing: Laying the Foundation
To support more sophisticated customer engagement, Calibrate guided Swanndri through the selection and migration to Klaviyo, a best-in-class marketing automation platform which can seamlessly integrate with eCommerce, POS and Loyalty systems. Klaviyo enabled Swanndri to build a 360-degree view of customer behaviour across channels.
We helped implement robust email automation, advanced segmentation, and scalable list management. With a strong foundation in place, Swanndri is now equipped to deliver highly personalised, data-driven campaigns that drive results.
Paid Social: Driving Engagement with Impact
Swanndri’s striking seasonal photography and compelling brand story made them a natural fit for social media. Calibrate saw an opportunity to elevate this content through targeted paid social campaigns.
Working closely with the Swanndri creative team, we adapted formats to maximise performance across Facebook and Instagram. A mix of dynamic ads, collaborative promotions with like-minded brands, and smart audience targeting led to a step-change in reach and engagement, helping Swanndri connect meaningfully with their growing urban audience.
Paid Search & Shopping: Unlocking Growth Across Markets
Building on the momentum of social success, Calibrate was appointed to manage Swanndri’s Google Ads account. We restructured their search and shopping campaigns from the ground up, optimising keyword strategies, bidding models, and product feeds.
The results were immediate and measurable. With stronger performance across both New Zealand and Australia, Swanndri gained the confidence to scale budgets and accelerate growth in key markets.
Lead Generation Campaigns: Building a Future-Ready Database
To support seasonal promotions and long-term customer acquisition, Calibrate designed and delivered a series of conversion-optimised lead generation campaigns. Each was tailored to capture high-intent audiences, grow the subscriber base, and gather valuable first-party data.
By combining engaging creative with strategically placed calls to action, these campaigns not only delivered short-term revenue uplift but also enriched Swanndri’s customer data, fuelling future personalisation and cross-channel marketing.
Technology Stack
The Results
Swanndri’s online sales growth of 28% YoY is proof of digital’s unique ability to target and scale with ease.
What started out as a daunting undertaking for a traditional brand has become a powerful way of doing business and a pathway into new markets.
+28
%
Year-On-year online sales growth
+163
%
Increase in Google Ads Search + Shopping revenue
+50
%
Increase in conversion rate for Meta Ads
“We have worked with Calibrate for a few years now and the positive impact on the business has been significant. Not only traffic and revenue increases but streamlining workflow and the efficiencies that the Calibrate team bring relieve a lot of pressure on our internal team. We have since engaged Calibrate to manage more of our digital channels and the results speak for themselves.”
