Case Study
/ Campaign Closure
4Foldr — We Didn’t Just Scale a Product. We Created a Category.
AIIMS took 4Foldr from zero existing demand and zero brand awareness to $315K in revenue through paid social, building a category from scratch with a lean budget and the right strategy.
6.268M impressions
Reach
53% CAC reduction
Growth
6,264 purchases / $315K+ revenue from $90,730 spend
Leads / Orders
Campaign Objective
Build paid social demand from scratch for a product with no existing category, no brand awareness and no prior demand, using a lean budget to prove the model before scaling.
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AIIMS Group × 4Foldr — Paid Social Case Study
4Foldr.
Zero demand.
$315K revenue.
No existing demand. No brand awareness. No category. Just a brilliant idea, a lean budget, and the right strategy.
0
Total Purchases
0
Total Impressions (Thousands)
$0
Total Spend
$0
Revenue Generated
0%
CAC Reduction
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01 — The ProblemZero demand.
Zero demand.
Zero category.
Zero awareness.
4Foldr arrived with a genuinely innovative product: a reusable, pocket-sized, foldable drink carrier that holds up to four drinks. The problem? Australians had never seen one before. There was no search demand to capture, no existing audience to retarget, and no cultural hook to leverage. We had to build all three from scratch.
No Search Intent
Nobody was searching for “foldable drink carrier.” The category didn’t exist in the consumer mind.
High Early CAC
Initial cost-per-acquisition hit $22+. Unsustainable for a $25 product at scale.
No Brand Trust
Consumers don’t buy unknown products online without social proof and education.
Lean Budget
Category creation on a constrained budget meant every dollar had to work harder than normal.
Where we started vs where we ended
Unknown product
→
Recognised Australian category
→
Recognised Australian category
$22 CAC
→
$10.20 CAC
→
$10.20 CAC
0 purchases
→
6,264 purchases
→
6,264 purchases
02 — Audience SegmentationFour audiences.
Four audiences.
One product.
Infinite use cases.
We didn’t target everyone and hope for the best. We built four distinct audience universes, each with its own creative logic, messaging, and bid strategy. Then we let the data tell us which one owned the category.
Select an audience to explore
“One hand free.
Four drinks safe.“
Four drinks safe.“
The Broad audience was our sleeper hit. No demographic constraints, no interest filters — pure algorithmic targeting guided by purchase signals. It outperformed every niche segment, proving that when creative is strong enough, Meta’s algorithm finds the buyers you never thought to look for.
Targeting Logic
No interest filters
Purchase-optimised
Advantage+ Audiences
Australia-wide
18–65+
Purchase-optimised
Advantage+ Audiences
Australia-wide
18–65+
Purchases1,101
Impressions1.21M
CAC$13.40
Spend$14,753
Revenue$57,232
CTR2.36%
“Carry your morning
coffee run with one hand.“
coffee run with one hand.“
Coffee Lovers and Lifestyle was our largest audience segment by reach. We targeted people whose mornings revolve around coffee culture — the ritual of the cafe run, the shout for the office, the Saturday morning park trip. Lifestyle creative with UGC-style delivery crushed it here.
Targeting Logic
Coffee enthusiasts
Cafe regulars
Lifestyle interests
Food & beverage
Urban 25–55
Cafe regulars
Lifestyle interests
Food & beverage
Urban 25–55
Purchases886
Impressions797K
CAC$12.47
Spend$11,050
Revenue$52,302
CTR2.14%
“Never spill a beer
at the game again.”
at the game again.”
Sports fans were the emotional core of the product story. The shout at the footy. Four pints on the way back from the bar. The 4Foldr was made for this moment, and we leaned into it hard. Stadium imagery, game-day UGC, and the unmistakable Australian pub culture.
Targeting Logic
AFL & NRL fans
Sports events
Beer & pub culture
18–45 male skew
Game-day behaviour
Sports events
Beer & pub culture
18–45 male skew
Game-day behaviour
Purchases558
Impressions551K
CAC$13.88
Spend$7,747
Revenue$27,434
CTR2.52%
“Custom branded.
Your logo. Their hands.”
Your logo. Their hands.”
The B2B play was a separate creative universe entirely. Minimum order 100 units, custom branding, gifting, corporate events, hospitality. We positioned 4Foldr as the novelty marketing tool that generates conversations — a walking billboard at every sporting event and cafe in Australia.
Targeting Logic
Business owners
Marketing managers
Hospitality operators
Corporate gifting
SMB decision makers
Marketing managers
Hospitality operators
Corporate gifting
SMB decision makers
Purchases271
Impressions295K
CAC$14.11
Spend$3,823
Revenue$13,997
CTR1.98%
03 — Campaign ArchitectureEducate. Convert.
Educate. Convert.
Retain. Scale.
A three-stage funnel built to create a category, not just sell a product. Each stage had its own creative brief, audience logic, and measurement framework.
TOF
Top of Funnel — Educate
Most Australians had never seen a foldable drink carrier. Before we could sell, we had to show. UGC-style video creative showing 4Foldr in action at pubs, cafes, footy games, and outdoor events. The goal wasn’t clicks. It was category implantation — making people think “why don’t I have one of these?”
MOF
Middle of Funnel — Lifestyle
Warm audiences who’d seen the brand got lifestyle-first creative. Real-world use cases: the morning coffee run, the pub round, the game-day shout. Carousel formats showing multiple use cases. The messaging shifted from “what is this?” to “I need this.” Comments and shares drove organic amplification we never paid for.
BOF
Bottom of Funnel — Convert
Abandoned cart retargeting, direct-response creative, Advantage+ Shopping campaigns. At this stage, the consumer knew what 4Foldr was, had seen it in action, and just needed the final nudge. Hard offer creative: free shipping over $40, lifetime guarantee, 30-day money back. Friction removal drove the last click.
04 — Creative StrategyThe ad gallery
The ad gallery
that built a category.
Every creative had one job: show the problem being solved in a moment Australians immediately recognised. No studio. No polish. Just real moments.
Live Campaign Creative — Meta Ads
4Foldr — Product Education + Lifestyle UGC
🍺🍺🍺🍺
Four beers.
One hand.
Zero spills.
One hand.
Zero spills.
The footy shout, sorted.
Shop Now →
“Never spill again!”
Sports Fans / Video UGC
The Footy Game Ad
☕☕☕☕
The coffee run
just got easier.
just got easier.
Fits in your pocket. Carries four.
Get Yours →
“Carry 4 with one hand.”
Coffee Lovers / Static
The Coffee Run Creative
🏢📦
Your logo.
Every event.
Every hand.
Every event.
Every hand.
Custom branded from 100 units.
Get a Quote →
“Reusable for life.”
B2B / Carousel
The Corporate Gifting Ad
05 — The Optimisation EngineHow we engineered
How we engineered
the CAC decline.
Category creation doesn’t happen in a launch. It happens in the iteration. Every week, we cut what didn’t work and doubled what did.
CAC Journey
Cost per acquisition over campaign lifecycle
Launch
$22.00
Baseline
Month 2
$18.40
-16%
Month 3
$15.20
-31%
Adv+ Launch
$12.80
-42%
Optimised
$10.20
-54%
Segment Performance
Purchases by audience group (TOF campaign)
Optimisation Timeline
Key strategic moments across the campaign
Feb 2024
Campaign Launch
Initial broad + niche testing. CAC $22. Learning phase.
Mar 2024
Advantage+ Shopping Launched
Shifted primary spend to Meta’s Advantage+ Shopping. CAC began declining.
Nov 2024
4-Audience Architecture Built
Launched B2B, Coffee Lovers, Sports Fans, Broad as dedicated ad sets.
2025
Broad Audience Outperforms All Segments
Reallocated budget toward Broad. Data confirmed algorithm-led targeting wins.
2026
CAC Stabilised at $10–14
Sustained sub-$15 CAC across all active segments. Category fully created.
Campaign Total Revenue by Segment
Attributed purchase value — TOF campaign
Broad Market
$57,232
$57,232
Coffee & Lifestyle
$52,302
$52,302
Sports Fans
$27,434
$27,434
B2B
$13,997
$13,997
TOF Campaign Total
$150,965
$150,965
06 — The NumbersResults that
Results that
speak for themselves.
0
Total Purchases
Across all campaigns
0
Total Impressions
6.27M impressions delivered
0
Unique People Reached
Across Australia
$0
Revenue Generated
TOF + Advantage+ combined
0%
CAC Reduction
$22 → $10.20
0¢
Avg Cost Per Click
Across all ad sets
TOF Campaign — ADV Sales
Impressions2.85M
Purchases2,816
Revenue$150,965
Avg CAC$13.27
Total Spend$37,373
CTR2.29%
Avg CPC$0.57
Add to Cart7,425
Advantage+ Shopping Campaign
Impressions3.42M
Purchases3,448
Revenue$164,139
Avg CAC$15.47
Total Spend$53,358
CTR3.07%
Avg CPC$0.51
Add to Cart8,966
07 — Why This Matters
“This campaign didn’t
capture demand.
It created it.”
capture demand.
It created it.”
Most performance campaigns fish where the fish already are. They capture intent that already exists. This one was different. We had to convince 1.8 million Australians that a product they’d never seen was something they’d always needed.
01
Category Creation, Not Demand Capture
No search volume. No competitor benchmarks. We couldn’t reverse-engineer a playbook. We built one from scratch using consumer behaviour signals, creative testing, and audience segmentation.
02
Efficient Scaling on a Lean Budget
Halving CAC while quadrupling volume on a constrained budget is the hardest thing to do in performance marketing. We did it by cutting ruthlessly and investing in what the data confirmed, not what we assumed.
03
Consumer Behaviour Change
Australians now reach for a 4Foldr the way they’d reach for a reusable coffee cup. That habit didn’t exist before this campaign. Paid social changed the way people think about carrying drinks.
04
Sustained Product Adoption
With a lifetime guarantee and repeat purchase model building through gifting and bulk B2B orders, the campaign didn’t just drive a spike. It built a sustainable customer base for a sustainable product.
08 — Award SubmissionBuilt for an award.
Built for an award.
Earned in the market.
APAC Search Awards 2025 — Submission Categories
Best Use of Social
Paid Social Category Creation
Best eCommerce Campaign
Direct-to-Consumer Scaling
Most Innovative Campaign
Category Creation Through PPC
Best Performance Campaign
SMB / Lean Budget Division
Campaign Statement
“From an unknown idea to a product Australians now recognise instantly.”
In under two years, AIIMS took a foldable drink carrier that nobody knew existed and turned it into a product that Australians actively seek out, gift to friends, and carry to the footy. Through precise audience architecture, disciplined creative testing, Advantage+ Shopping integration, and relentless CAC optimisation, we didn’t just run a campaign. We created a category. That’s what performance marketing looks like when strategy and creativity share the same brief.
A campaign by AIIMS Group — Sydney & Dubai
Paid Social · eCommerce · Category Creation · Audience Strategy
Infrastructure Departments Involved
Social Ads