Above The Collar - Defiant Digital
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Above The Collar

Case Study


Revenue Growth (Year on Year)


Decrease In CPA in the first 90 days


increase in ROAS in the first 90 days

Ad Platforms Used:



“We’ve had multiple record months, the creatives are just incredible! It’s been an absolute pleasure to work with them”
Dean Nappa

Winning Video Ads


Winning Still Ads


The Challenge.

When Above The Collar teamed up with us, their creative strategy was basically non existent. They were running catalogue ads in Meta and frequencies on their ads were extremely high as there was no top of funnel campaigns driving new visitors into the funnel

  • 1

    This resulted in low ROAS campaigns with no opportunity to scale Meta

  • 2

    An over-reliance on Google to drive customers with 90% of their monthly spend

  • 3

    The cost to acquire new customers was sky-high, and alot of their customers were existing customers clicking on branded Google ads

  • 4

    Conversion rate was low on the site & there was no consideration for CRO strategies to improve the performance of their website

  • 5

    Performance max was not being used in the Google ads account and the account structure was not optimised with recent best practices.

Creative Testing on Meta

With hundreds of products on their store, it was impossible to run creative testing on every best seller with the budget we had available. So we decided to go after the key categories within the mens grooming space (i.e hairloss, fragrances, skincare) and position ATC as a “secret hack” for men’s grooming

We rolled out initial tests with the secret hack hooks which ended up becoming our best performing ads for over a year. Within the creatives, we showed each of the best selling products that related to each category & found that this was a great way of showcasing the product range while introducing men to a better way to shop online.

Key Learnings: Men prefer simple, all-in-one solutions and these angles made it feel pain free to shop for solutions for skincare and hairloss which they may have not know about before.

Creative Iteration Process

We needed to implement a process to create & iterate on best performing creatives, fast! The account had no creative testing history as the previous agency was going all-in on catalogue campaigns, so we stepped in and immediately implemented a creative testing process to iterate on:

  1. Opening hooks
  2. Visual styles (statics, videos, carousels, gifs)
  3. Offers
  4. UGC creators

Key Learnings: Unlike alot of other brands, UGC performed worse than statics and motion graphic videos. We quickly learnt that in order to compete with other online retailers and brands, we had to focus on high value bundles and offers and these were best translated using stills and motion graphics.

Focusing on statics and motion graphics allowed us to reduce the feedback loop in our creative testing rather than waiting weeks for new UGC to come in. This help us identify winning data on the 4 points above that allowed us to start scaling in month 2.

Above The Collar © All rights reserved.

Google Account Restructure

With the introduction of Performance Max, we saw an incredible opportunity to simplify the Google ad account and implement current best practices to reduce wasted spend.

We turned down the spend on branded campaigns and moved budget out of standard shopping into performance max, using our winning creatives from Meta in our performance max asset groups to drive more conversions and higher CTR through display & Youtube.

The highest impact changes that resulted from the Google restructure were:

  • We lifted merchant centre approval percentage from 47% to 98% which instantly improved performance
  • 75% reduction in brand spend re-allocated to performance max
  • Best performing creative from Meta was repurposed and used in Pmax asset groups
  • Moved 20% of total Google budget into Meta which resulted in more brand searches on Google that were captured through the Pmax campaign
  • As we scaled, we split Pmax into best selling brand categories for more control which allowed us to scale the most profitable products separately


Key Learnings: Account simplification was the key to scaling Google. We took the account from 11 campaigns when we started down to 3, with Pmax taking the majority of spend. As we scaled on Meta, performance on Google closely followed as more people were aware of ATC as a solution for their needs.


Our Services.

  • 1

    Strategic Campaign roadmap & launch plan

  • 2

    Paid performance (Social & Search)

  • 3

    Creative Strategy

  • 4

    Direct response copywriting

  • 5

    Ads Creative

  • 6

    SEO Optimisation

  • 7

    Conversion rate optimisation

  • 8

    UGC Production

  • 9

    Lead generation

  • 10

    E-Commerce profit & loss analysis

Explore More

428% revenue growth YoY within the first 180 days.
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427% Growth in Meta Revenue within the first 90 days.
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128 High-Ticket sales with 41.3x return on adspend.
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203% Increase in Revenue (From Meta) with 22% CTR Increase.
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52% revenue growth (YoY) compared to previous agency
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213% Increase in Leads (In 30 Days)
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