The Challenge
Over the past decade, Forever New has navigated two major shifts: the rise of a fragmented, multi-channel ecosystem, and more recently, the transition to an AI-driven landscape where competition is intensified and organic visibility is increasingly constrained.
Throughout this period, the challenge remained constant: to drive sustained, profitable growth as complexity increased and traditional marketing approaches became less effective.
Success required more than isolated channel expertise; it demanded a connected approach that aligned channels, teams, and data into a single, outcome-driven system. Forever New required a partner capable of turning this complexity into coordinated, outcome-driven execution. This meant not only responding to change, but building the capability to continuously adapt and scale performance over time.
The Approach
By partnering with Incubeta for over a decade, Forever New set out to build a marketing system designed to outperform amidst near-constant change, rather than merely respond to it. This journey began with foundational wins and evolved into a structured, connected model for growth.
Rapid Results: Establishing Immediate Impact
Long-term growth requires early proof of value. Sustainable growth began with immediate, tangible proof of value. By capturing rapid, measurable wins, the organization solidified stakeholder confidence and validated its strategic trajectory, creating a high-performance engine for continuous optimization.
- Consolidated Search Strategy: Paid and organic search were integrated early in the partnership to remove silos and establish a unified view of search performance and opportunity.
- Agile Testing Framework: A rigorous testing framework shifted decision-making from intuition to incrementality, ensuring that capital was allocated only to the most impactful growth levers.
Adaptive Automation: Enabling Smarter, Connected Systems
Navigating an increasingly complex digital ecosystem required a transition to a responsive, interconnected infrastructure. By harnessing data and automation, the organization unified its decision-making processes, replacing fragmented silos with a coordinated, high-performance system.
- Seamless Search Implementation: The deployment of Seamless Search aligned paid and organic efforts, ensuring a unified search ecosystem that automatically synchronizes paid and organic data, ensuring investment is dynamically diverted to the highest-margin opportunities as search environments evolve.
- Dynamic Product Prioritization: A sophisticated segmentation approach now guides automated bidding toward the highest-margin opportunities, directly linking digital execution to enterprise-level profitability.
- Integrated Execution: The connection of creative and media through shared data signals, ensures all activity contributes to a unified approach rather than operating in isolation.
Generative Growth: Building a Model for Sustained Performance
The mandate evolved from achieving baseline performance to institutionalizing a model for sustained outperformance. This scalable, adaptive framework now empowers the organization to exceed immediate objectives while securing a permanent path to long-term growth.
- Global Scaling: What began in Australia evolved into a centralized hub model across New Zealand, Canada, the UK, enabling consistency, shared learning, and operational alignment across markets.
- Omnichannel Integration: By connecting digital activity to both online and in-store outcomes through causal lift studies, the organization achieved a complete, transparent view of marketing’s total business impact.
- Strategic Evolution: The transition to an AI-first environment equipped the team to navigate automated marketing functions with clarity and control.
The Outcome
Over a decade, Forever New transformed marketing into a connected, accountable driver of profitable growth across the business.
- Stronger Commercial Efficiency: Seamless Search drove a 47% increase in paid search margin, improving efficiency while offsetting declining organic visibility and protecting overall revenue performance.
- Confident, Evidence-Based Investment: Incrementality testing and causal lift studies clarified true channel impact, enabling sustained investment with clear, measurable contribution to business performance.
- Global Growth Enablement: A new era of global expansion is powered by a consistent, borderless operating model. This infrastructure has transformed Forever New’s international footprint, replacing fragmented regional efforts with a scalable system built for rapid, profitable market entry.
- Elevated Role of Marketing: Marketing has transitioned from a departmental function to a primary driver of enterprise growth. With full visibility into the interplay between digital activity and in-store performance, the organization now operates with a transparent, unified view of its total commercial impact.
- Future-Ready Capability: Forever New is empowered to operate effectively within an AI-first ecosystem, with the systems, structure, and confidence to continuously adapt to ongoing change.
«Our ten-year partnership with Incubeta has played a central role in shaping Forever New’s global marketing approach. By aligning our brand vision & goals, with Incubeta’s data-led frameworks, we’ve moved from fragmented activity to a cohesive, high-performing model. It’s a partnership grounded in shared accountability, with marketing now firmly established as a key driver of our global successes.»
– Callum Shaw, Head of Digital & eCommerce, Forever New
