A well-known adhesives brand, sold through the majors, backed by direct demand.
Gorilla Glue is a well-known American adhesives brand with an Australian B2C arm on WooCommerce and national ranging through the big-box hardware chains. 121 Group runs the Australian arm: the storefront, Google Ads, hosting and maintenance, and the creative pipeline.
Gorilla Glue Australia: running the local B2C arm of a global adhesives brand.
gorillaglue.com.au runs on WooCommerce, Australian-hosted, with hosting and maintenance handled by 121.
Paid media runs in a brand-specific Google Ads account, with Performance Max across the product catalogue and Search for high-intent terms such as construction adhesive. Media is bought at cost, never marked up, at any spend level.
A set allocation of creative and development time each month flexes with the calendar across campaign launches, creative refreshes and build work.
The same account team runs sister brand O'Keeffe's for the same Australian distributor. Each brand is quoted separately and has its own Google Ads account, its own WooCommerce hosting and maintenance, and its own creative variants, with one account lead and one strategy review across both.
A global brand's local arm, with local dynamics the global agency can't see.
Gorilla Glue is a well-known American brand with an Australian B2C arm on WooCommerce and national ranging through the big-box hardware chains. The local team needed an Australian agency that understands AU search behaviour, AU retail dynamics and AU hosting, and that could run the direct channel without fighting the retail one.
A single integrated programme with brand-specific delivery underneath.
One account lead. One strategy review. One monthly invoice. Underneath: brand-specific Google Ads accounts, brand-specific WooCommerce hosting + maintenance, brand-specific creative variants, with a shared layer of agency-level oversight, reporting, and senior-strategist time.
Media spend is passed through at cost on Google Ads, so the economics stay clean at any spend level.
The stack behind the storefront.
WooCommerce, AU-hosted
gorillaglue.com.au on WooCommerce, Australian-hosted, with hosting and maintenance under one named monthly line.
Google Ads
A brand-specific Google Ads account. Performance Max for the product catalogue, Search for high-intent terms like "construction adhesive AU". A flat media-buying fee on cost.
Per-brand digital agency fee
A named "Digital Agency Fee" line on every monthly invoice, separate from sister brand O'Keeffe's. Transparency on which brand funds which slice of the work.
20× Block Hours / month
A monthly Block Hours pool that flexes with the calendar: campaign launches, creative refreshes, development work, all disclosed hourly.
Media at cost
Ad spend passed through at cost, never marked up. Disclosed on every invoice, the same every month.
Multi-brand portfolio retainer
Same shape we run for our PE-backed healthcare portfolios, one strategy, one invoice format, one accountable team, brand-level transparency on every line.
One team, multiple brands, transparent line items.
FMCG groups with multiple AU brands often default to either (a) one global agency that doesn't understand AU dynamics, or (b) two AU agencies that don't talk to each other. We've built the third option, one AU team, multi-brand engagement, fully transparent invoicing per brand.
The flat media rate card plus per-brand Digital Agency Fee structure means brand-level CFOs see exactly what they pay for which brand, no shared overhead allocations, no creative accounting.
Other multi-brand portfolios we run this way
Gorilla Glue Australia, the adhesives and tapes brand we run performance media for.
What did 121 Group do for Gorilla Glue?
121 Group ran Google Ads, paid social and Shopify for Gorilla Glue. The site runs on Shopify.
What industry is this retail case study in?
Gorilla Glue operates in retail. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach retail marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Got two or three Australian brands and tired of running them as separate engagements?
We'll quote a single multi-brand retainer with transparent per-brand line items, AU-hosted WooCommerce or Shopify, and Google + Meta ad spend at cost with a flat, fully disclosed rate card.