CONFIDENTIAL — Prepared exclusively for Palm Cove Label by 121 Group
Prepared by
121 Group
For
Palm Cove Label

Digital Marketing Strategy 2026

Elevating Australian women’s fashion through data-driven digital growth.

View Strategy ↓
Your Digital Growth Partner

Meet 121 Group

121 Group is a Melbourne-based digital marketing agency specialising in fashion, beauty, and lifestyle brands. With over a decade of experience growing Australia’s most loved fashion labels, we combine data-driven strategy with creative excellence.

0
Active Clients
0
National Offices
0
Years Experience

Leadership Team

Adam Ducquet
Adam Ducquet
Managing Director
Kat Fremlin
Kat Fremlin
Account Director
Steven Pythas
Steven Pythas
Account Director & SEM
Michael Potts
Michael Potts
Social Manager
Chris Castellano
Chris Castellano
SEO Manager
Kate Lawrence
Kate Lawrence
Senior Account Manager

Our Fashion & Lifestyle Portfolio

Alamour The Label Tigerlily Esther & Co Flannel By Charlotte Showpo Camilla Belle et Blanc The Upside Tiger Mist Morrison Aje

Our Technology Partners

Proud partners with the world’s leading digital platforms

Google Partner Meta Business Partner Klaviyo Partner Pinterest Partner Instagram Partner YouTube Ads Partner TikTok Partner Microsoft Advertising
Fashion Brand Experience

Proven Fashion Brand Results

We don’t just do fashion marketing — we dominate it.

476%
YoY Ad Profit
Alamour
400%
YoY Revenue
Esther & Co
113.89%
YoY Revenue
Tigerlily
6.83x
Pinterest ROAS
Fashion Clients
209%
Purchase Increase
Flannel
$1.6M+
Pinterest Revenue
Fashion Portfolio
Closest Mirror to Palm Cove
SEO • Meta Advertising • Email Marketing (Klaviyo)
476%
Year-on-Year Ad Profit Increase

Brisbane-based women’s fashion on Shopify. The closest mirror to Palm Cove Label in our portfolio.

  • 20.97%  ROAS increase across campaigns
  • SEO keywords in top 3: 53 → 378
  • Referring domains: 58 → 688
Alamour is the closest mirror to Palm Cove Label — Brisbane-based, Shopify, women’s fashion, ecommerce-first.
Women’s Fashion
Meta Advertising • Email Marketing
400%
Year-on-Year Revenue Increase

Women’s fashion empowerment brand. Scaled Meta advertising rapidly while maintaining strong profitability.

  • Return on ad spend of 6:1 ROAS
  • Rapid Meta ad scaling with sustained profitability
  • Full-funnel email & paid strategy integration
Premium Activewear
SEO • Digital Strategy
Organic Growth
SEO & Digital Strategy Partnership

Full SEO & digital strategy partnership driving organic growth for one of Australia’s most iconic activewear labels.

  • Comprehensive SEO architecture overhaul
  • Content strategy driving organic acquisition
  • Premium brand positioning in digital channels
Full case study available on request.
The Untapped Channel
Pinterest Advertising • Fashion Portfolio
$1.6M+
Combined Pinterest Revenue • 6.83x Avg. ROAS

Combined Pinterest results across our fashion portfolio — an untapped goldmine for brands like Palm Cove Label.

  • Alamour The Label: $702K revenue
  • Morrison: $593K revenue
  • Flannel: $350K revenue • 209% purchase increase
  • Average ROAS: 6.83x
Massive opportunity for Palm Cove Label — your demographic (women 30s+) aligns perfectly with Pinterest users.
Brand Profile

Understanding Your Brand

A clear picture of where Palm Cove Label stands today.

Business
Palm Cove Label — Women’s fashion ecommerce. Launched online December 2025.
Contact
Demi Sargeant
marketing@palmcovelabel.com.au
Location
Brisbane, QLD
Platform: Shopify
Retail Presence
16 boutique retail stores owned by John & Anna. Online launched December 2025.
Target Audience
Women, mid-to-late 30s
AOV: ~$130 (~$110 during sales)
Top Sellers
Cappadocia, Palm Republic, Cinque Terre, Queen Bee
Competitors
Freez, Petal and Pup, Palm Noosa

Current Marketing Status

Channel Monthly Spend Managed By Status
Google Ads $4,000–$5,000 External Agency Underperforming
SEO Included above External Agency Underperforming
Meta Ads ~$2,000 Demi (In-House) Moderate
Social (Organic) — Demi (In-House) Active
Key Insight: Demi is dissatisfied with the current agency’s Google Ads and SEO performance. The Instagram link on the website is broken. Palm Cove Label needs a fresh audit and strategic partner to unlock its digital potential.

Website Performance Audit

GTmetrix · Mar 2026
54%
Performance Score
Needs Improvement
77%
Structure Score
Acceptable
Largest Paint
12.8s
Target: <1.2s
Full Load
85.2s
Over 1 minute
Interactive
51.8s
Target: <2.5s
Page Size
10.3 MB
Requests
290
First Paint
2.8s
Layout Shift
0
Speed Directly Impacts Revenue
Google research shows 53% of mobile users abandon sites that take over 3 seconds to load. With an 85-second full load time, Palm Cove Label is losing potential customers before they even see a product. Improving site speed is one of the highest-ROI optimisations we can make — boosting SEO rankings, ad Quality Scores, and conversion rates simultaneously.
Strategic Approach

Our Recommended Approach

A full-funnel strategy to accelerate Palm Cove Label’s digital growth.

Foundation
MONTHS 1–2
  • Website audit & tracking setup
  • Fix broken Instagram link
  • Google Ads restructure
  • Meta account audit
  • SEO technical audit
  • Keyword research
Growth
MONTHS 2–3
  • Optimised Google Ads (Search, Shopping, PMax)
  • Professional Meta funnel (cold → retargeting → lookalikes)
  • Content strategy for seasonal collections
  • Email marketing setup (Klaviyo)
Scale
MONTHS 3–4+
  • Pinterest launch (untapped channel)
  • Advanced remarketing
  • New season launch campaigns (mid-April)
  • Performance optimisation based on data
Channel Breakdown

Channel Strategies

Each channel plays a specific role in Palm Cove Label’s growth engine.

SEO Strategy
  • Technical audit of Shopify site
  • Keyword research for women’s fashion AU
  • Collection & product page optimisation
  • Link building strategy
  • Shopify SEO expertise (proven with Alamour)
Google Ads / SEM
  • Full audit of current underperforming campaigns
  • Restructure: Search (branded + non-branded)
  • Shopping & Performance Max campaigns
  • Display remarketing
  • Not a ‘set and forget’ approach
Meta Advertising
  • Audit current $2K/month setup
  • Full-funnel: Cold audience → Retargeting → Lookalikes
  • Creative testing framework for fashion
  • Lifestyle imagery, UGC, seasonal promos
Pinterest NEW OPPORTUNITY
  • Untapped channel for Palm Cove Label
  • Women 30s+ = Pinterest’s core audience
  • Proven: $1.6M+ revenue across fashion clients
  • Average ROAS: 6.83x
Email Marketing (Klaviyo)
  • Shopify + Klaviyo integration
  • Welcome series automation
  • Abandoned cart recovery
  • Post-purchase & winback flows
  • Birthday & VIP campaigns
  • Proven with Alamour The Label
Key Klaviyo Flows
Welcome Series Abandoned Cart Post-Purchase Winback Birthday VIP Browse Abandonment
$ Your Investment

Investment Packages

Flexible packages designed to scale with Palm Cove Label’s growth.

Foundation
$3,500
/month + GST
  • Google Ads Management (up to $5K spend)
  • SEO Strategy & Optimisation
  • Monthly Reporting & WIP Meetings
  • Website Audit (one-off)
Growth
$5,500
/month + GST
  • Everything in Foundation
  • Meta Advertising Management
  • Email Marketing (Klaviyo)
  • Creative Strategy
  • Fortnightly WIP Meetings
Accelerate
$7,500
/month + GST
  • Everything in Growth
  • Pinterest Advertising
  • Content Strategy
  • Weekly WIP Meetings
  • Priority Support
Launch Plan

Mid-April New Season Launch

If we start now, we’ll be fully ramped for your biggest moment.

Time is critical. Starting in March gives us the runway to audit, build, and optimise before your mid-April new season drop.
1
Week 1
Onboarding & Discovery
Access setup, tracking audit, analytics review, Google Ads & Meta account access, Klaviyo integration planning.
2
Weeks 2–3
Full Audit & Campaign Builds
Complete Google Ads restructure, Meta funnel build, SEO technical audit, creative briefing for seasonal content, Klaviyo flow setup.
3
Week 4
Campaigns Live & Teaser Content
All paid campaigns live and optimising. Teaser content across social and email building anticipation for the new season drop.
Mid-April
Full Season Launch
Coordinated launch across all channels — paid ads at full budget, organic social blitz, email blast to full subscriber list, Pinterest pins live.
Next Steps

Let’s Get Started

Four simple steps to begin Palm Cove Label’s digital transformation.

1. Follow-Up Call
Schedule a call to discuss this strategy and answer any questions.
2. Provide Access
Share analytics, Google Ads, Meta, and Shopify access for our audit.
3. Select Package
Choose Foundation, Growth, or Accelerate based on your goals and budget.
4. Begin Onboarding
We kick off immediately with Week 1 discovery and tracking setup.
Let’s Grow Palm Cove Label Together
We’re excited about Palm Cove Label’s potential. With our fashion expertise and your beautiful brand, we can build something extraordinary.
Accept Proposal →
Or email us at hello@121group.io