BlueAnt, From B2B to B2C

Result

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.

It became a channel the business can scale with confidence.

Services: Ecommerce, Paid media
Type: Digital advertising
Location: Melbourne, VIC
Year: 2025
FORJ's role: Paid media structure, campaign management and tracking

The work

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: the 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 rather than another sale, and set the account up to handle launch-week demand from the first day. We reworked it so it reflected how people actually buy online:

Clear product and category structure
Proper split between prospecting and retargeting
Campaigns set up to drive purchases rather than traffic

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

Google. Performance Max and search restructured 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.