How Sage and Paije Rebuilt US Performance After a Rebrand and Lifted ROAS 40%

The Challenges

• Rebuilding performance in the US following a brand name change to Mermaid Off Duty, which disrupted existing brand recognition and meant performance had to be rebuilt from a weaker starting position rather than scaled from an established base
• Tailoring strategy across four distinct regional markets (Australia, New Zealand, the UK, and the US), each requiring its own ad copy, creative direction, and seasonal tone, with significant differences in audience size and budget further shaping a unique approach for each region
• Driving aggressive growth in new customer acquisition as a key client priority, requiring a shift toward more prospecting-led strategies while still maintaining efficient and sustainable return on ad spend

The Strategy & Approach

• Following the rebrand, we rebuilt the US account from the ground up on a new Meta pixel, requiring a fresh learning phase and new signal accumulation to restore algorithmic performance. Creative assets were redeveloped to introduce Mermaid Off Duty, supported by a strong top-of-funnel awareness layer to rebuild brand recognition and category presence. Throughout this transition, we maintained core visual and tonal brand cues to preserve continuity and ensure the brand remained recognisable to existing customers despite the name change.
• Recognising that a one-size-fits-all approach would underperform across distinct markets, we developed tailored ad copy reflecting the cultural tone and seasonal context of each region, alongside creative assets featuring weather-appropriate products relevant to each market’s climate and purchasing season. This ensured messaging and product presentation remained locally relevant across all four regions.
• We deployed inflated budget campaigns structured to aggressively compete within Meta’s ad auction, prioritising auction win rate to maximise sales volume during key periods.
• With a catalog spanning 1,000+ SKUs, Advantage+ Catalog campaigns were positioned at the core of the account structure, leveraging dynamic product ads (DPA) to serve highly relevant products based on each user’s on-site behaviour and prior interaction with the brand, maximising relevance at both prospecting and retargeting stages.
• Given substantial differences in audience size, available budget, and market maturity across regions, each market operated under its own bespoke strategy, with campaign structure, budget allocation, and bidding approach calibrated to the specific scale and dynamics of that region rather than a standardised account-wide framework.

Key Results

• AU: A 6% Increase in revenue, and a 9% increase in ROAS YoY, despite the brand name change and spending 3% less.
• NZ: A 40% increase in ROAS YoY, with ROAS, being 25% above yearly targets.
• US: A 40% increase in ROAS and Revenue post-platform shift.