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Ten Years,
Ten Lessons:
Kleenheat

For over a decade, we’ve been the specialist online ad agency secretly powering some of Australia’s leading brands online.

Over the years, we’ve been so single mindedly focused on advertising others, we practically never stop to advertise ourselves – but we figured that Ten years is definitely a milestone worth pausing for, reflecting on and celebrating!


So we’re collating our Top Ten lessons that we’ve learned from Ten Years of converting potential online for some of Australia’s leading Brands.

The Money is in The List

There’s a saying in email marketing circles: “The money is in the list”.

We translated this lesson to the digital advertising space with WA disrupter brand, Kleenheat, as we spent years formulating a digital full funnel Performance Branding solution.

Many marketers talk about the marketing funnel, but our solution that we call ACD – Awareness, Consideration, Decision – is a literal funnel.

Digital marketing funnels fail in one of three areas:

The key to the ACD method lies in investing not in impressions, CPMs or even CPAs – but in strategically building Audience lists and then chaining them together. Investing in Brand Assets (that can be reused over and over again), not just in (fleeting) ad inventory.

The rich invest in Assets. The poor spend on doodads.

Robert Kiyosaki

Working with the client, Google & Facebook and Script developers, we implemented workarounds on both platforms to daisy chain audiences into a true cascading ACD Digital Funnel – making them do what they weren’t designed to do, but also inventing scripts & metrics so that we could record, monitor and report on our Audience performance at a Tier level.

Capital isn’t so important in business. Experience isn’t so important. You can get both of these. What is important is ideas

Harvey Firestone

Your turn

For our 10th birthday, Intentional has been celebrating what can be achieved in Ten Years. We’ve collated our top ten lessons from ten years working with some of Australia’s leading brands.


What about you? What can you see happening in the next ten years?


What will you do #InTen?