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Case Study: EOFY Campaign That Broke the Rules — and the Records!

  • Christie Wade
  • Jul 17
  • 2 min read

Updated: Jul 18


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iL Tutto is a premium Australian baby furniture brand known for its stylish, safe, and practical nursery products. From best-selling nursing chairs to thoughtfully curated international brands, iL Tutto helps families create beautiful, functional spaces to grow and thrive.

 

In a fiercely competitive market, EOFY presented both a high-stakes challenge and a record-breaking opportunity.



OUR APPROACH - CASE STUDY


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Objectives


Connected Media Group and iL Tutto work to clear shared sales targets every month.

June came with the biggest revenue target iL Tutto we had ever set...even higher than Black Friday & Cyber Monday (BFCM) 2024. And historically, EOFY had never outperformed BFCM.


Together we set out to:


  • Deliver a record month for online sales revenue for June

  • Maximise ROAS across all conversion-focused media

  • Outperform BFCM 2024, the previous highest-revenue month on record.



Strategy & Execution


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Our EOFY strategy didn’t start in June, it was driven by months of real-time performance data. We used those insights to inform smarter forecasting, budget flighting, and channel mix.


We deployed a full-funnel approach, positioning iL Tutto as both a trusted expert and a relevant resource at every stage of the parenting journey:


  • Upper funnel channels such as YouTube, Pinterest & TikTok built awareness and brand salience

  • Mid funnel channels, like Reddit, nurtured warm audiences with authentic, experience-led content

  • Bottom funnel media (Meta & SEM) converted intent with proven creative and high-priority product messaging

  • Budgets were fluid across platforms, with the Connected team constantly optimising in real time based on ROAS.


Creative execution was just as strategic:


  • We partnered closely with iL Tutto’s creative team, delivering ongoing performance feedback to shape and refine creative

  • High-performing assets were reworked into new formats, like transforming carousel cards into Meta collection ads, often becoming top performers

  • Nothing went live unless we believed it would deliver.



RESULTS


Outcomes


The EOFY campaign didn’t just perform — it outperformed everything before it.

 

  • 42% YoY revenue increase

  • June target exceeded by 20% — despite being the highest sales goal to date

  • Highest revenue month ever, outperforming Black Friday 2024

  • ROAS above target across key platforms (Meta, Reddit, Pinterest)


"EPIC month!! Well done team — we’re so happy with the results and couldn’t have done it without you.” — Julie Georgiadis, iL Tutto Marketing Director


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