I Love Linen

Name: Defiant Digital
Price range: $

How Defiant grew I Love Linen’s Meta revenue 36% year on year while spending less, lifting ROAS 39%.

36%

increase in Meta revenue year on year¹

39%

increase in Meta ROAS year on year¹

23%

lower cost per purchase on 2% less spend¹

Case Study

About I Love Linen

I Love Linen is an Australian bedding and homewares brand built around premium French flax linen: sheets, quilt covers and bedding sets designed for a calm, hotel-quality bedroom at home.

The brand already had strong demand and a loyal customer base. The goal was to grow revenue without simply buying it, so every extra dollar of spend had to earn its place.

The Challenge.

I Love Linen had a great product and a proven market, but growth had become expensive. As we dug into the account, the key challenges became clear:

New creative ideas were competing for budget with proven winners, so testing was slow and expensive.

Messaging wasn’t mapped to the funnel. Cold audiences and warm shoppers were often seeing the same ads.

Warm shoppers who had browsed specific sets weren’t being brought back efficiently.

Friction between the ad click and checkout meant paid traffic wasn’t converting as well as it could.

Strategy #1

Test, Then Scale

We split the account into dedicated testing and winners campaigns. New concepts proved themselves on small budgets before they earned real spend, so winners scaled quickly and losing ideas never drained the budget.

Strategy #2

Angles for Every Stage

We mapped every creative angle to a stage of the funnel instead of guessing. Hook-led creative (cooling sheets for hot sleepers, hotel-quality comfort, seasonal warmth) found new customers, while reviews, proof and comparison content moved shoppers who were already considering the brand.

Strategy #3

Retargeting That Earns Its Keep

Dynamic product ads brought warm shoppers back to the exact sets they had browsed, with new colourways and launches front and centre. Spend shifted toward the audiences and products where margin was protected.

Strategy #4

CRO on the Full Journey

A CRO review across paid and onsite found the friction between click and checkout, from offer presentation to cart. The fixes made every dollar of spend work harder, and peak periods like Black Friday ran on tiered spend-and-save offers built to lift order value. In November 2025, Meta revenue grew 12% year on year with ROAS up 25%, on 10% less spend².

The Results

36% more Meta revenue year on year, on 2% less spend¹

39% higher Meta ROAS¹

23% lower cost per purchase, with purchases up 27%¹

12% more Meta revenue in Black Friday month, with ROAS up 25% on 10% less spend²

FOOTNOTE

¹ Meta platform-attributed results, January to June 2026 compared to January to June 2025: revenue up 35.9%, ROAS up 39.1%, purchases up 27.2%, cost per purchase down 23.2%, on ad spend down 2.4%.
² Meta platform-attributed results, November 2025 compared to November 2024: revenue up 11.9%, ROAS up 24.7%, on ad spend down 10.2%.

These results reflect Meta ad performance between November 2024 and June 2026. Revenue and ROAS are platform-attributed figures reported by Meta Ads Manager and pulled into Defiant’s reporting; they are not store-wide Shopify revenue. No third-party verification was used. Results may vary based on season, offer and budget.

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