Case Study · Bathroom Wholesale · Sydney, NSW
Building
Otti
Australia
From a brand with a great product and minimal digital presence, to a growing social force in the Australian bathroom wholesale market. This is how AIIMS helped Otti turn visibility into community.
Meta Ads · Brand Awareness
Social Organic Management
Content Production
Brand Strategy
1.8M+
Total Impressions
890K+
Unique Accounts Reached
$0.01
Cost Per Engagement
140+
New Followers (Single Reel)
15+
Months Active & Growing
TL;DR
Otti Australia case study at a glance
- 1.84 million impressions generated through Meta brand awareness and engagement campaigns.
- More than 890,000 unique accounts reached across Australia.
- A blended organic social and paid media system increased recognition, engagement and follower growth.
- The standout creative achieved a $0.01 cost per engagement and added more than 140 followers from a single reel.
The Challenge
A trusted wholesale brand with 30 years of experience. Almost invisible online.
When Otti Australia first came to AIIMS, they had everything a great brand needs: over three decades of industry expertise, a comprehensive range of premium bathroom products, industry-leading warranties, and genuine recognition among trade professionals. What they lacked was a digital presence that matched that reputation. Their social accounts existed, but they weren’t working. The brand identity wasn’t being expressed consistently, the content wasn’t connecting, and the business had virtually no paid media activity to drive awareness with new audiences.
The challenge was not simply “post more content.” It was about building a brand voice and visual identity from near-scratch in a competitive market full of polished competitors, while reaching both trade professionals and design-conscious consumers across Australia. Otti’s products were genuinely beautiful. The brief was to make sure the right people could see that.
When AIIMS came on board in early 2025, the first task was a complete rebuild: new social creative direction, a paid Meta strategy focused on top-of-funnel brand awareness, and a structured content programme designed to grow followers, drive engagement, and establish Otti as the go-to name in bathroom wholesale.
What We Built
A complete social and paid media engine.
Social Profile Management
Full organic social management across Instagram, Facebook, TikTok and LinkedIn. Monthly content schedules, reels, carousels, static posts and Stories — all aligned to a consistent brand aesthetic and tone of voice built specifically for Otti.
Meta Ads · Brand Awareness
Top-of-funnel paid campaigns running across Facebook and Instagram targeting Australia-wide audiences. Awareness campaigns, engagement campaigns, and boosted reels — all optimised to grow reach and follower count at scale.
Monthly Content Shoots
A structured monthly shoot programme to produce fresh, on-brand photography and video assets. Flatlay sessions, product showcases, lifestyle imagery and video content for use across paid and organic channels.
Creative Strategy & Direction
Mood boards, content themes, brand reskins and creative direction across all social touchpoints. AIIMS rebuilt Otti’s social aesthetic from the ground up — highlights, banners, profile set-up, and a design language that reflects their premium positioning.
Audience Growth Strategy
A clear two-platform strategy: using Facebook’s scale as a reach driver to feed Instagram’s follower growth. The Style Sourcebook collaboration stands out as a breakout moment — 140 net new followers from a single reel.
Monthly Performance Reporting
Regular reporting meetings, performance summaries and strategic recommendations. The team continuously refined the approach based on data — identifying which content formats, collaborations, and campaign types drove the strongest results.
Meta Ads Performance
Awareness at scale. Built with precision.
Across the brand awareness and engagement campaigns, AIIMS delivered consistent reach and top-of-funnel visibility across Facebook and Instagram — at an exceptionally efficient cost.
Total Impressions
1.84M
Across all Meta brand awareness and engagement campaigns
Unique Accounts Reached
890K+
Combined unique reach across all active campaigns
Total Engagement Campaign Spend
$7.8K
Instagram engagement + awareness combined investment
Average CPM
$4.24
Cost per 1,000 impressions — well below industry average
Cost Per Engagement
$0.01
Style Sourcebook reel — the standout performer of the campaign
Video Views (Engagement Campaign)
196K+
Organic-style video content driving brand recall and follower intent
The Growth Journey
12 months. Milestone by milestone.
Otti’s brand awareness transformation didn’t happen overnight. It was built through consistent creative work, strategic pivots, and a willingness to experiment and refine. Here’s how it unfolded.
01
Phase 01 · Feb – Apr 2025
Onboarding & Foundation
AIIMS completed a full social onboarding for Otti — establishing brand guidelines, redesigning profile highlights, Facebook banners and LinkedIn assets, and producing the first content schedule.
Social profiles rebuiltFirst shoot completedContent live
02
Phase 02 · Jun – Aug 2025
Meta Ads Launch
Meta advertising launched with a brand awareness campaign and the first engagement campaign targeting Instagram. Initial creative assets included carousels targeting trade professionals and interior designers. The Meta domain was verified and the pixel installed.
Awareness campaign liveEngagement campaign activePixel installed
03
Phase 03 · Sep – Nov 2025
Creative Acceleration
Jihan came on as Account Manager, bringing fresh strategic direction. A Byron Bay photoshoot was commissioned. High-volume organic post schedules (15 posts per cycle) were rolled out. The engagement campaign shifted to an Instagram-first focus.
Instagram follower pushProduction shoot confirmed15 posts per cycle
04
Phase 04 · Dec 2025 – Jan 2026
Strategy Refinement
A revised paid strategy was developed — repositioning Facebook as a reach engine while funnelling audiences into Instagram. New creative directions including the Style Sourcebook collaboration were introduced. The Meta account was formally verified.
Facebook as reach driverInstagram as growth engineStrategy documented
05
Phase 05 · Feb – May 2026
Breakout Moments & Ongoing Growth
The Style Sourcebook reel became Otti’s highest-performing piece of paid content — driving 140 net new page likes and achieving a cost per engagement of just $0.01. The Moodboard to Reality reel generated 50 new followers in its first 8 days.
140 new followers (single reel)$0.01 cost per engagement59% of total paid growth
Creative Showcase
The content that moved the needle.
From product carousels to lifestyle reels, every piece of content was built to grow Otti’s community and reinforce their premium brand position.
Featured Reel — Style Sourcebook
The Paid Strategy
Two platforms. One direction.
The AIIMS paid strategy for Otti was built around a clear insight: Facebook has the scale, Instagram has the community. We used one to feed the other.
01
Facebook as a Reach Engine
Facebook’s broad targeting capabilities were used to introduce Otti to new audiences at scale. Short-form video and carousel ads focused on brand introduction, not deep engagement. Outcome: maximum exposure, minimum wasted spend.
02
Instagram as a Growth Platform
Instagram was positioned as the primary brand home — where followers discover, save and engage. CTAs across Facebook ads pointed audiences toward the Otti Instagram, converting awareness into a growing community of genuinely interested followers.
03
Retargeting for Follower Growth
High-engagement Facebook viewers were retargeted with Instagram-first follower and engagement campaigns. Meta placement targeting ensured Facebook ads also appeared in Instagram feeds and Reels — maximising cross-platform impact from a single creative set.
04
Boosted Organic Content
Top-performing organic posts were selected for boosting — amplifying content that already resonated with followers to reach entirely new audiences. The Style Sourcebook reel drove 59% of total paid follower growth.
05
Content-Led Audience Building
Collaborations like Style Sourcebook were used as content partnerships — not just brand moments. They generated high-quality creative that performed well both organically and as paid content, with data informing future directions.
06
Continuous Optimisation
Monthly performance reviews were held with Otti’s team. The strategy was not static — it evolved based on engagement data, follower growth rates, and the client’s own input on storytelling direction.
Full Scope
Everything delivered.
- 01Social Profile ManagementInstagram, Facebook, TikTok, LinkedIn — monthly schedules, reels, carousels, stories, highlights
- 02Meta Paid AdvertisingBrand awareness + engagement campaigns, audience targeting, boosted reels, monthly optimisation
- 03Creative Strategy & ProductionContent shoots, mood boards, brand reskins, ad creative including carousels and static banners
- 04Brand Identity BuildSocial profile rebuilds, highlight covers, platform banners, visual identity guidelines for all channels
- 05Performance Reporting & StrategyMonthly reviews, performance summaries, strategic recommendations and ongoing campaign refinement
“
Account Manager · AIIMS Group
“Working with Monnia and the team at Otti and contributing to their ongoing growth and success has been a rewarding partnership that we’re proud to be part of.”
Jihan Albassit
Client Experience Manager · AIIMS Group
Case study FAQ
Frequently asked questions about Otti Australia
What results did the Otti Australia campaign achieve?
The campaign generated 1.84 million impressions, reached more than 890,000 unique accounts and achieved a $0.01 cost per engagement on the standout Style Sourcebook reel.
Which channels were used for Otti Australia?
AIIMS combined ongoing organic social media management with targeted Meta brand awareness and engagement campaigns.
What was the purpose of the campaign?
The campaign was designed to build national awareness, strengthen digital brand recognition and place Otti Australia in front of relevant Australian audiences.
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