164K followers. A paid account that undersells them.
Sarah, the reach is already there: three decades in Bondi and 164,000 followers. What is missing is a paid account built to match it, structured around hero brands, best sellers and the Chosen by Tuchuzy relaunch instead of a wall of discount ads. Here is the plan to fix it, and the fashion record to back it.
164K
Instagram following
1:1-1:2
Current Meta ROAS
~14
Meta campaigns at once
$5K
Meta spend / month
Prepared for Sarah Mitsis, Tuchuzy · 121 Group, formerly Search Insights, Melbourne · Strategy session Monday 4:30pm · Private and confidential
/ What we are seeing
Your reach is not the problem. The structure is.
This is a Stage 1 read, built from your questionnaire and our own research across the Meta Ad Library, Google and the competitors you named. The spend and ROAS figures are your own estimates. Give us read-only access and a free Stage 2 audit turns them into exact numbers, real ROAS by campaign, real account structure, before anything is signed.
Margin is being traded away as the default message
Across what is visible in the Meta Ad Library, the ads lead on discount: "up to 70% off", "10% off your first order", "sale now". Discount as the headline trains a premium audience to wait for the next markdown, and with ROAS at 1:1 to 1:2 on roughly $5,000 a month, the account is break-even to loss-making before you count the margin you gave away to get the sale. For a 30-year Bondi label with 164K followers, that is the opposite of the position the brand has earned.
Costing you
Fragmented and duplicated
Around 14 concurrent campaigns, several running the same creative as separate entries. That splits your budget into pieces too small to learn from and starves Meta's algorithm of the signal it needs to optimise. Consolidation alone usually moves ROAS.
Costing you
Chosen by Tuchuzy has no story of its own
Your own label appears folded inside generic product and sale ads, never given its own brand moment, even though it already has its own following at @chosenbytuchuzy. A relaunch buried inside designer promos is a relaunch that never really launches.
Working for you
A genuinely large owned audience
164K on Instagram, a daily content engine, Google Search already pulling its weight, and @chosenbytuchuzy live. The raw material is strong. It just is not wired into paid: nothing suggests the 164K is being used as a retargeting or lookalike source at all.
You named Girls With Gems, DISSH, Venroy, One Mile, Mode Sportif and The New Trend. We will map that set properly in Stage 2, who is active on Meta, who is not, and where the whitespace is, so your account is built against the real landscape rather than a guess.
/ Why Search Insights resonated
We built this agency on fashion and beauty.
You recognised us for our fashion work, CAMILLA and the rest, and that is exactly the point. This agency's ecommerce muscle was built on fashion and beauty: two decades across swimwear, jewellery, cosmetics and boutique labels. Every lever in this proposal (full-price growth, aesthetic-first creative, email as the margin engine, structure over discount) is one we have already run for brands like these.
20 yrsFashion & beauty performance history
55:1Best published fashion SEM ROAS (By Charlotte)
50:1Fashion email ROI (Napoleon Perdis)
+113.89% revenue YoY · +21% AOV
Tigerlily
Swim and resortwear grown at full price on aesthetic-first paid social plus lifecycle email. Revenue climbed while the premium position stayed intact.
Why it matters: your exact swim and resort category, grown without leaning on discount. The opposite of the "up to 70% off" ads live now.
200,000 new likes & followers
CAMILLA
Luxury-safe social growth for Australia's resortwear house. A large owned audience built without cheapening the brand.
Why it matters: proof we scale a big owned social audience the premium way. The model for turning your 164K into a paid asset.
+400% revenue YoY · 6:1 ROAS · email 3x
Esther & Co
Seven-figure Facebook months with search and email all pulling in the same direction.
Why it matters: a Meta-led rebuild that took ROAS from break-even to 6:1. The exact move your account needs.
FB 14.6:1 · Google 8:1 · Email 50:1
Napoleon Perdis
Australian beauty royalty on a full-funnel paid and email programme.
Why it matters: the funnel plus email engine that turns an idle audience into margin, the channel your 164K is missing.
+101% website sales
Designer Forum
Offer-led acquisition for a multi-brand designer outlet, with the funnel tuned to convert.
Why it matters: the closest structural match to Tuchuzy, multi-brand designer retail.
55:1 SEM ROAS · SEO revenue +93%
By Charlotte
Australia's most-loved jewellery label on SEM, SEO, social and email in one joined-up programme.
Why it matters: the headline return, and the single connected programme you would be on.
/ The pattern that repeats
Email is the margin engine, paid amplifies the drops, and premium brands grow at full price when creative honours the brand instead of shouting a discount. Tigerlily grew 113.89% year on year with its full-price position intact. That is the same playbook we would bring to Tuchuzy and the Chosen by Tuchuzy relaunch.
Results and labels as published on our client record across 121 Group and Search Insights. Full fashion and beauty case studies, and a reference call with a fashion client, available before anything is signed.
/ Who we are talking to
Two audiences, one retailer, one relaunch.
Tuchuzy serves two shoppers at once: the established designer customer, and the younger audience the Chosen by Tuchuzy relaunch is built to bring in. We run two parallel tracks so neither dilutes the other.
Tier 1 · The designer shopper
The core Tuchuzy customer who buys the curated designer catalogue: higher AOV, repeat purchaser, values curation over search-and-scroll.
Hero brand drops, best sellers and new arrivals on Meta prospecting and retargeting
Google Search and Shopping on brand-name and designer-label intent
The existing 164K content engine fed into paid, not left organic-only
Tone: editorial, curated, coastal-cool, not discount-led
Tier 2 · Chosen by Tuchuzy
A younger, value-aware but still fashion-forward shopper, discovering the own-label relaunch through social, and an entry point into the wider catalogue over time.
@chosenbytuchuzy and TikTok: UGC, reviews, product-led storytelling
Meta prospecting for Chosen by Tuchuzy as its own campaign, not folded into designer ads
Its own brand narrative: what it is, why now, why it is different
Tone: accessible, cool-girl, Bondi-born
/ How we would run it
Consolidate first, then scale what converts.
The account does not need more campaigns. It needs the right handful, each with a clear job, feeding creative from the content engine you already run daily. We crawl before we run, and only scale a lever once the last one is firing.
Week 1 to 2 · Consolidate and clean up the tracking
Collapse the roughly 14 fragmented campaigns into a clear funnel: hero brands and best sellers, Chosen by Tuchuzy, and a dedicated retargeting layer. Audit GA4 and the Meta Pixel so ROAS is finally visible by brand and collection, not just at the account level. Google Ads reviewed alongside.
Week 2 to 4 · Aesthetic-first creative, tested properly
Pull creative from your existing content library and test it against the current discount-only set, moving the account off duplicated sale ads toward brand storytelling. Chosen by Tuchuzy launches as its own always-on campaign with its own voice.
Month 2 onward · Retarget the 164K and scale
Layer the organic audience into retargeting as a custom and lookalike source, and shift budget into the campaigns with proven ROAS. Sale still runs, but deliberately, as a scheduled campaign, not the account's default message.
Ongoing · Strategy, not uploads
The hands-on partnership you asked for: a monthly strategy session, proactive recommendations, competitor monitoring across the set you named, and creative testing on a cadence. You get thinking applied to the account, not just campaigns left to run.
/ What changes for you
Same media budget, a completely different account.
Your account today
Meta ROAS sitting around 1:1 to 1:2, break-even before margin
Roughly 14 fragmented campaigns, several running duplicate creative
Discount as the default headline on a premium brand
Chosen by Tuchuzy folded into generic product and sale ads
164K organic audience disconnected from the paid account
Campaigns uploaded, with no proactive strategy behind them
With 121 Group
ROAS rebuilt toward a target well above break-even
One consolidated funnel: hero brands, best sellers, Chosen, retargeting
Aesthetic-first creative, full-price position protected
Chosen by Tuchuzy running as its own always-on campaign
Retargeting pool built directly from the 164K following
Monthly strategy and proactive recommendations, not just uploads
/ How we would work together
Three levels, month to month.
A monthly management fee, no lock-in contract. Your media spend stays separate and entirely yours, paid straight to Meta and Google. We recommend starting on Foundation: it fixes what is costing you the most right now, a fully rebuilt and managed Meta and Google account with Chosen by Tuchuzy's story finally told, at the same media budget you spend today.
★
Free with every package
We rebuild your tracking foundation, freeNormally $1,500 ex GST
At no charge, we audit and fix GA4 and the Meta Pixel, rebuild conversion tracking, and set up ROAS visibility by brand and collection, not just at the account level. This is the foundation that makes every dollar of spend traceable, and it is included at every level below.
★ Recommended for youFoundation
$3,000/mo
ex GST · the account, rebuilt
Meta and Google, finally structured:
Fully managed Meta Ads, rebuilt from ~14 fragmented campaigns into a hero brand, best seller and Chosen by Tuchuzy funnel
Fully managed Google Ads, Search and Shopping reviewed and optimised
Chosen by Tuchuzy launched as its own campaign
Retargeting built from your 164K organic audience
Aesthetic-first creative direction and testing from your library
Tracking foundation rebuilt, ROAS visible by brand
Monthly report and a strategy session, full pre-publish approval
Growth
$3,750/mo
ex GST · more hands-on
Everything in Foundation, plus:
Weekly 30-minute review call instead of monthly
2 short-form videos a month, new creative not just repurposed
Community management: comments, DMs, review responses
Unlimited website copy, image and collection-page updates
Expanded content calendar tied to drops and occasion moments
Authority
$4,500/mo
ex GST · every lever pulling
Everything in Growth, plus:
Advanced retargeting and funnel segmentation across designer brands and Chosen by Tuchuzy
Monthly case study or customer spotlight, written and video
Higher creative cadence, 4+ short-form videos a month
Priority response, same-day on urgent opportunities
Quarterly full-team strategy review
Optional add-on · any levelKlaviyo lifecycle email programmeIndicative from $1,500/mo ex GST
Email is consistently the highest-returning channel in every fashion book we run, and with 164K followers it is your biggest untapped margin lever. Klaviyo flows and campaign email against your drop calendar, scoped to your list. We would size it properly at Stage 2.
20 yrsFashion & beauty performance
Fashion fitCAMILLA, Tigerlily, By Charlotte and more
Month to monthno lock-in contract
Media spendseparate, always yours
/ Your team
Who does the work.
A senior Melbourne team you can pick up the phone to, the people behind the fashion case studies above. No juniors learning on your account.
Adam Ducquet
Managing Director
Strategy and senior point of contact
Michael Potts
Paid Social Director
Your Meta Ads rebuild and management
Chris Castellano
Senior Growth & SEO Manager
Google Ads and search visibility
Katryn Fremlin
Head of Strategy
Positioning, voice and content strategy
Kate Lawrence
Account Director
Your day-to-day partnership lead
Scott Campbell
Head of Design & Development
Creative systems and approval workflow
Pip Tyssen
Graphic Designer & Editor
Ad creative and content production
Steven Pythas
Strategic Account Director
Monthly strategy reviews
/ The next move
The Stage 2 audit. Under the bonnet, in 24 hours.
Everything so far is Stage 1: what we can read from the outside, this proposal and the SEO audit. Stage 2 is the deep dive. With read-only access to your accounts we measure the real numbers, true ROAS and attribution, exactly where the tracking breaks, and what the October site migration cost you in SEO. It is free, we change nothing, and we turn it around in 24 hours. Then we present the findings and the week-on-week roadmap you can hold us to.
/ Why read-only, why first
A prescription without a diagnosis is malpractice. We would rather show you exactly what is wrong, pinpoint it and prove we can fix it, than ask you to take our word for it. Read-only means we look, we never touch. You can widen our access later if you choose, but nothing here lets us change a setting, a campaign or a dollar of spend.
What we need, read-only access
Grant all Google access to analytics@searchinsights.com.au. For Meta, add our Business Portfolio 121 Group / Search Insights (ID 302965443239889) as a partner, or invite adam@searchinsights.com.au. Tick each off as you grant it.
0 of 8 granted · saved on this page, and your 121 team is notified as you update it
Meta AdsRead onlyPriority
Why. Meta is the channel bleeding spend at 1:1 to 2:1. We need the real campaign structure, audiences, budgets and true ROAS behind it.
How. Business Settings, Partners, Add Partner. Add our Business Portfolio 121 Group / Search Insights (ID 302965443239889) and grant Analyst (view) access to the Ad Account and the Pixel or dataset. Or invite adam@searchinsights.com.au with Analyst access.
Google AdsRead only
Why. Audit the account structure, wasted spend and conversion tracking, and whether it can convert harder.
How. Admin, Access and security, Add user. Enter analytics@searchinsights.com.au with the Read only role.
Google Analytics 4Read only
Why. The real traffic, channels and conversion paths, and a check that tracking survived the migration.
How. Admin, Property access management, plus icon. Add analytics@searchinsights.com.au as Viewer.
Search ConsoleRead only
Why. To measure exactly what the October migration cost in indexing, backlinks and rankings, and how the recovery is tracking.
How. Settings, Users and permissions, Add user. Add analytics@searchinsights.com.au as Restricted.
Tag ManagerRead only
Why. To see what is actually firing, find the tracking gaps, and scope server-side tracking.
How. Admin, User Management, plus icon. Add analytics@searchinsights.com.au with Read permissions.
Merchant CenterRead only
Why. Product feed health, disapprovals and Shopping or Performance Max readiness.
How. Settings, People and access, Add person. Add analytics@searchinsights.com.au (Standard).
ShopifyLimited staff
Why. To verify the migration redirects, the theme, checkout, and the on-site tracking and pixels.
How. Settings, Users and permissions, Add user. Invite analytics@searchinsights.com.au with limited access (Reports, Online Store, Orders). Shopify has no strict read-only, so a limited staff account is enough.
Old websiteOptional
Why. To benchmark the old site against the new one and isolate exactly what the migration cost.
How. Share the gated URL and login, or add analytics@searchinsights.com.au to the old site's Search Console property if it still exists.
/ Stuck on any of these?
Leave a note on anything that is unclear or that you cannot action, and we will jump in and help. Your ticks and notes are saved on this page, and your 121 team is emailed the moment you update it.
Klaviyo and email can be added later if we consolidate, they are not needed for this audit. If any step is unclear, leave a note above and we will walk the login owner through it in two minutes.
$0Free, no commitment
Read-onlyWe look, we never touch
24 hrsTo complete once access lands
ThenFindings plus a week-on-week roadmap
/ Next steps
Ready when you are, starting with a free audit.
We would rather earn it on exact numbers than ask you to commit on estimates. Grant the read-only access listed above and we will run the free Stage 2 audit before anything is signed, no cost, nothing committed. Or pick a level below to start straight away. Either way, this goes straight to Adam.
