BlueAnt - From B2B to B2C

The situation:
BlueAnt had built a strong business through retail.

Online existed, but it wasn’t a focus. It was doing low six figures annually, mostly warranty, parts and occasional direct sales.

At the same time, they were making the move into D2C.

The challenge was timing.
This shift was happening right before Black Friday.

There was no runway. It needed to be set up properly and it needed to work immediately.

The approach:
We treated Black Friday as the launch of D2C, not just another sale.

Everything was built around making the online channel perform under pressure.

We reworked the account so it reflected how people actually buy online:

Clear product and category structure
Proper split between prospecting and retargeting
Campaigns built to convert, not just drive traffic

Across channels:

Meta
Used a mix of Advantage+ and controlled structures, with creative focused on product use and buying intent.

Google
Restructured PMax and search to focus on high intent traffic, with better visibility across product categories.

We also cleaned up tracking early, removing overlap between GA4 and Google Tag so decisions during peak were based on reliable data.

From there, we focused on what was actually selling.

The X5i quickly became the hero product and has remained the top performer since launch.

The result:
The shift was immediate.

Within 4 weeks, the online store matched what it had previously done in a full year.

Over the first 6 months, the D2C channel generated over multiple seven figures across Shopify and Amazon AU and US.

More importantly, it became a channel that could be scaled with confidence, not guesswork.

What changed:

D2C is now a core part of the business.

Clear visibility on what products drive revenue
Ability to scale spend without losing control
Direct access to customers and data

Takeaway:

If you’re moving into D2C, structure matters more than timing.

Get it right early, and even a high pressure moment like Black Friday can become your launch point.