Plan it.
Run it. Read it.

A single-product brand entering the noisiest retail window of the year, with a product most people don't know they need until the zip on their old bag fails.

Broadcasting one message to “surfers” would have burned budget. The bag solves different problems for different people; so the campaign had to speak to each of them separately.

Persona-led targeting across five distinct audiences, each with its own hook, creative and copy, all resolving to one product truth.

• The hard-to-buy-for. A Christmas gift for the surfer who already has everything except this.
• Indo trip planners. “Packed everything but forgot this.” Girls' surf trip prep.
• Local breaks. Town-level call-outs: Noosa, Byron, Newcastle, Wollongong, Gold Coast.
• Everyday practicality. No zips. Pockets and handles. Stops the too-much-gear beach shuffle.
• Hybrid: garage · groms · dawn patrol. Garage-storage chaos, grom parents, and the 5am crew.

Broken zips are a known pain point for surfers, and the bag's core benefit is that one bag fits any board; a whole quiver instead of one bag per board. That became the campaign's central line:

“One bag, whole quiver.”

Deliberately not marketed for flying. The angle is local, everyday use; car to beach, garage to car; not travel protection. Keeping that line clear kept the creative honest and the reviews on-side.

Structure

1 campaign · 5 ad sets (one per persona)

Creative

Reels + statics per persona, shared hook

Geo

Town-level for P3, national for the rest

Lifecycle

Klaviyo gift-guide + last-post-date flows

Landing

Shopify PDP with persona-matched copy

Every asset was shot, cut and written in-house; the creative and the media plan were built together rather than handed across a desk. You can't write five different reasons to buy the same bag without actually knowing who's buying it.

Persona-level reporting made it obvious which audiences earned more budget and which hooks should carry into the new year; the read-out, not just the launch, is the point.