Skincare for working hands, sold wherever working hands shop.
O'Keeffe's makes skin repair products for hands and feet: Working Hands, Healthy Feet and Lip Repair. The range is stocked through Australia's grocery, pharmacy and hardware majors. 121 Group runs the Australian business-to-consumer arm alongside sister brand Gorilla Glue.
O'Keeffe's, running the Australian direct-to-consumer arm of a shelf skincare brand.
The storefront is okeeffes.com.au on WooCommerce, Australian hosted, with hosting and maintenance handled by 121.
A brand-specific Google Ads account carries search built around the problems the products treat, cracked hands, split heels and dry lips, with Performance Max covering the catalogue. Creative is led by the brand's before-and-after results, ambassador content and its 25-year guaranteed-relief heritage.
Each brand is quoted and reported separately from the sister brand, so costs are visible per brand. Ad spend is passed through at cost, never marked up. National ranging across grocery, pharmacy and hardware is supported by the direct demand the programme creates.
The engagement.
WooCommerce, AU-hosted
okeeffes.com.au on WooCommerce, Australian-hosted, with hosting and maintenance under one named monthly line.
Search that meets the symptom
A brand-specific Google Ads account. Search built around the problems the product solves, cracked hands, split heels, dry lips, plus Performance Max for the catalogue.
Before-and-after led
Creative built on the brand's strongest asset: real before-and-after results, ambassador content and a 25-year guaranteed-relief heritage.
Grocery, pharmacy and hardware ranging supported by direct demand
Named agency-fee line, separate from the sister brand
Ad spend passed through at cost, never marked up
O'Keeffe's, the skin-repair brand behind the working hands and feet results.
What did 121 Group do for O'Keeffe's?
121 Group ran Google Ads, paid social and WooCommerce for O'Keeffe's. The site runs on WooCommerce.
What industry is this retail case study in?
O'Keeffe's 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.
Running a brand the retailers range but the consumer has to ask for?
Thirty-minute call. We'll review your channels, your tracking and your numbers, and tell you what we'd do differently.
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