The Challenge
Freedom, an Australian heritage brand operating around 60 stores across Australia and New Zealand, sought to better connect the customer journey for high-consideration purchases, where customers frequently research online before buying in-store. Historically, Freedom focused heavily on performance-led, bottom-of-the-funnel activity and over-invested in brand tactics.
The brand faced key operational and strategic hurdles across creative execution and media measurement. Creative assets were not optimized for digital platforms, for example, using traditional TV cut-downs on social media. Furthermore, Freedom lacked the measurement tools required to prove channel effectiveness to the business, making it difficult to build organizational confidence and secure additional budget to grow new channels.
The Approach
Freedom partnered with Incubeta to shift from pure lower-funnel tactics to a deliberate full-funnel strategy spanning awareness, consideration, and conversion. To make digital touchpoints feel more connected, the brand established clear guidelines that allowed marketing teams to build content specifically tailored for each platform, placement, and funnel stage.
Through their partnership with Incubeta, Freedom implemented continuous experimentation across media, creative, and measurement. The strategy prioritized native-feeling creator-led content and unlocked dynamic creative solutions to scale assets efficiently. Crucially, Freedom put the right measurement tools in place to accurately track activity, providing the fast digital feedback needed to adapt channels quickly and prove results back to the business.
«When I’m ever speaking about Incubeta, it’s always the value of the partnership that you’re invested in our business and you care about our business. So when you turn up, you’re bringing ideas and suggestions to help make our business better. So it’s a partner and a relationship that I can rely on all the time.» – Paula Mitchell, Digital General Manager at Freedom.
The Outcome
The full-funnel approach successfully validated the impact of media investments and established confidence across the business. The biggest win was uncovering the value of middle-of-funnel engagement, which delivered a return of over 270%, outperforming both brand and lower-funnel activity. This strategic evolution directly translated into commercial growth, with Freedom achieving a year-over-year online revenue growth of more than 30%.
