The client
Founded by Melanie Lechte on the Mornington Peninsula, Organic Crew is raising the bar for loungewear. Each piece is made from ethically sourced organic cotton, with most made locally in Melbourne. Their commitment to sustainability runs deep — from full traceability of cotton, seed to store, to accreditation by Ethical Clothing Australia.
The brief
Organic Crew had already built a loyal following of conscious consumers — but they were ready to take things further. With a goal to expand their reach, grow brand awareness, and drive more sales, they turned to us to help scale their impact.
Our goal was to craft a multi-channel performance marketing approach that combined search and social strategies, both paid and organic, to drive traffic and revenue. A key objective of the strategy was communicating Organic Crew’s strong ethical values and full supply chain transparency in a way that felt clear, compelling, and accessible.
The solution
We began with a deep dive into Organic Crew’s brand values and mission. With that insight, we created a comprehensive performance marketing strategy that spanned both search and social channels. On the search side, we fine-tuned Google Ads campaigns to capture high-intent keywords and improve Organic Crew’s SEO with solid keyword research, competitor analysis, and content optimisation.
On the social front, we rolled out engaging and informative Meta Ads while leveraging organic social media to build a loyal community around Organic Crew’s messaging that clearly communicated the brand’s commitment to sustainability, from their GOTS-certified organic cotton to their ‘seed to store’ transparency. This involved creating content that simplified complex sustainability principles, making them appealing to a broader audience.
Throughout the campaign, we collaborated closely with the Organic Crew team, continuously optimising our approach based on performance data and feedback. Regular reporting and analysis allowed us to measure results and make data-driven adjustments to maximise impact.
The result
The combination of ethical storytelling and data-driven marketing delivered strong results, and Organic Crew saw increased brand visibility and a boost in sales. Through a strategic mix of paid and organic efforts, we helped Organic Crew connect with more conscious consumers, proving that a purpose-driven brand can effectively engage and convert a wider audience.
By aligning performance marketing with Organic Crew’s ethical values, we helped them expand their reach and prove that sustainability is good for both the planet and business.
