• Through Creative Diversification:
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Helping Aussie’s find Shelta through Creative Diversification.

It’s not every day that you get approached by a hundred-year-old Australian company to give them a fresh direction in marketing.

But that’s exactly what happened.

In 1911, the House brothers, William, Herbert, and Alfred, bought Excelsior Umbrellas after a fire had ravaged their business. They set up shop on Kent Street, Sydney, and changed the business name to ‘Shelta,’ which quickly grew into one of the largest shade companies in Australia. Shelta makes personal and beach umbrellas, outdoor umbrellas and, more recently, outdoor furniture.

Today, they are the largest provider of shade products in Australia. That’s saying something in a sunburnt country.

Graham Brake

These guys deliver. On time, on budget and to expectation. I highly recommend them.

Graham Brake, CEO - Shelta
Only a few years ago, global manufacturer Activa bought Shelta and aimed to expand the company. They wanted to modernise their marketing, refresh the brand, and gain ground in Australia.

They conducted initial research, saw digital as the future, decided to use social media to boost their business, and came to us to make it happen.

What an opportunity! Of course, we leapt upon it.

Reach, Engagement & Creative Impact

The Challenge

As you would imagine, the brief was to increase sales. This meant reaching more of Shelta’s target market to attract more potential buyers.

So first, we looked at their current products: Shelta has four major product categories: personal umbrellas, beach umbrellas, outdoor shade umbrellas, and outdoor furniture.

The first challenge was that Shelta doesn’t sell directly to the public. Instead, they work with major retailers such as Myer, David Jones, Shade Australia and Harvey Norman. This limited what we could do on the product and pricing side, but it was a challenge we would overcome.

This also created an obstacle to the overall customer experience. Their pathway to purchase was not as easy as it could be, so the first change we made was to make the customer’s journey to the checkout much smoother.

We added a ‘dealer locator’ to their site, so that when the site gained traction, customers could easily find where to buy Shelta’s products.

The next step was to gain that traction and promote Shelta as a strong brand in its own right.

For this, we tapped into our agency resources as an official Meta Business Partner. Through our official partnership with Meta, we have access to all the social media insights available from Facebook, Instagram, WhatsApp, and Messenger. From here, we could survey the social media landscape and form a strategy for Shelta’s marketing effort.

Then we applied Remap’s powerful ‘Creative Diversification’ process, in which our creative team designed and developed a wide range of different ad sets. Using the inbuilt AI that’s available across Meta’s channels, we could find where those ads were able get the most traction.

Official Meta Business Partner

Understanding Creative Diversification

Creative Diversification simply means you set up a campaign to run with a diverse range of creative assets. Different types of creativity appeal to different people, even when those people are in the same cohort.

By using a wider variety of different ad formats and creative concepts in your campaign, you can expand the reach of your message to find new audiences. Plus, it helps to combat advertising fatigue and more deeply inspires action.

While ads with similar types of creative may be delivered to the same audiences, ads with diversified creative elements can deliver a + 32% improvement in a campaign’s Cost-Per-Acquisition (CPA) and a +9% increase in incremental reach (Source: Henry Kelly, Head of e-Commerce at Meta).

Increasing Reach & Creating Engaged Shoppers

Creative Diversification for Shelta

For Shelta, the other important aspect that we employed from Remap’s Creative Diversification process was speed.

Time is money, and nowhere is that more prevalent than in digital advertising.

It is a big asset to be able to go from the ideation phase through production, implementation, measurement, and reporting in a very short period of time.

We set up campaigns to run across several platforms and test several markets all at once. Real-time reporting meant that we could discard bad-performing creative before they chewed up any budget, and identify the performing creative and double down on their performance.

Going through this process quickly allowed us to generate more ideas, and try more things within the campaign period.

Real time reporting enabled the client to also see what was working for each of their different products, in each market. This helped their sales teams work with their retail partners, letting them know what would be most effective to focus on, and where.

Social Media Marketing

Did It Work?

All of this ultimately delivered superior results across the board.

The metrics, in this case, were how much reach we were getting overall, how many people clicked on those ads to go to the Shelta site, and how many people used the Store Locator function in their own effort to find out ‘where to buy’ Shelta’s products across their dealer network.

Within the first 12 months (and with no change in budget) we increased overall reach by +15%, cumulatively 28% more visitors used the ‘Where to buy’ button (on average) each month. That’s 28% on top of each increase the previous month.

The real-world impact of this created ‘engaged shoppers’ who would explore Shelta’s dealer network and actively search for the products they now want. These engaged shoppers had Shelta’s name in their minds, knowing exactly which product they wanted to buy and through which retailer they wanted to buy it. Whether that be online or in-store.

With this figure growing steadily each month, Shelta is set to become a powerful brand in the Australian umbrella and outdoor furniture industry and, importantly – continue to drive engaged shoppers to their retail partners for the purchase of Shelta’s products, which is extremely important for Shelta’s business model.

We love working with Shelta and supporting their retail partners, and we have continued to work together ever since, and are proud that our process has given them consistently positive results month after month.

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