Rediffusion partnered with Floresco to make the most of June’s UK heatwave without discounting a single product. Working alongside EPE Group and Triptree Consultancy, we rebuilt the brand’s paid media from scratch, delivering +371% profit growth year-on-year.
When a heatwave hits, the instinct is to cut prices and shift stock quickly. Rediffusion held its ground and asked us to make its advertising do the persuading. That meant that not only did profit grow strongly, but almost every buyer was a new customer.
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Fractional Marketing Director, Rediffusion
Rediffusion had recently relaunched with a new range, new positioning and new hero products. June’s heatwave created a sudden spike in demand for cooling products and a big commercial opportunity, but the brand was still building awareness in a crowded, price-led market.
Earlier activity had been inconsistent. Results during May’s warm spell were sporadic, and tracking issues on the website made it difficult to see what was having an impact.
A decision had also been made not to discount. Rediffusion and EPE Group held recommended retail pricing throughout, protecting both brand value and retailer margin. Rediffusion needed a strategy that could be built quickly and scaled through a narrow window.
May’s warm spell had already shown that the existing setup wasn’t converting demand efficiently. Rather than patch it, we built a new strategy across Google Ads and Meta Ads, with a single objective: new customer acquisition at full price.
A heatwave sends people searching with real urgency. We structured search activity around the specific problems people were trying to solve โ sleeping through the heat, keeping a home office bearable โ so the ads met that intent directly.
Rediffusion had just relaunched, so much of the audience had never heard of it. We built prospecting campaigns on Meta optimised for purchase rather than clicks, and led the creative on what each product actually does in a heatwave rather than what it costs.
The heatwave was one of the strongest on record, but thatโs only useful if you have stock. We reviewed stock levels every day, pulling budget away from lines running low and pushing it towards products that were available.
“Floresco responded with agility and speed, rebuilding the paid media approach and optimising activity daily as demand and stock levels fluctuated.
“The results demonstrated what can be achieved when commercial strategy, customer insight and media execution work together: exceptional revenue and profit growth, alongside thousands of new customers who we can now build a long-term relationship with.”
– Laura Tiptree, Fractional Marketing Director, Rediffusion
Revenue grew +265% year on year while profit grew +371%. Gross margin improved by 16.4 percentage points, average selling price rose by almost 40%, and media efficiency held up throughout at 4.46x ROAS on Meta and 5.4x on Google.
One huge win for a relaunched brand is that 96% of direct-to-consumer orders came from first-time customers. Thatโs an incredibly clear sign that the positioning is doing its job, and Rediffusion is left with a sizeable base of new customers to build long-term value from.
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Meet our brilliant team of paid media experts who work on paid search & performance ads for Rediffusion.
Co-Founder and Managing Partner
10 years’ performance agency experience across a wide range of national/international brands, verticals and ad platforms.
The foundations of your marketing. We’ll ensure your ads are expertly executed, blending years of experience with the latest technologies.
Long-term growth is about fostering genuine, lasting connections between you and your consumers. We’ll connect you with your customers to build lasting relationships.
We create sophisticated full-funnel, data-driven strategies tailored to your business. Strategies designed to achieve sustainable and scalable growth. Growth that keeps growing.
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