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 paid social strategy.
eCommercePaid SocialMeta AdsCategory CreationAudience Strategy
6,264Total purchases
6.27MTotal impressions
$90,730Total spend
$315K+Revenue generated
53%CAC reduction
TL;DR
We did not capture demand. We created it.
4Foldr arrived with a genuinely useful product: a reusable, pocket-sized, foldable drink carrier that holds up to four drinks. The problem was simple and hard at the same time. Australians did not know the category existed.
AIIMS built the market from scratch through Meta Ads, UGC-style creative, audience segmentation, Advantage+ Shopping and relentless CAC optimisation. The campaign turned an unknown product into a recognisable Australian use case across coffee runs, sporting events, pubs, gifting and B2B custom branding.
6,264Purchases
1.86MPeople reached
17,391Add to carts
13,799Checkout starts
$0.54Avg CPC
$10.20Best CAC
01 — The Problem
Zero demand. Zero category. Zero awareness.
There was no search demand to capture, no existing audience to retarget, and no obvious cultural hook already sitting in market. Nobody was waking up and searching for a foldable drink carrier.
The early campaign challenge was not traffic. It was education. AIIMS had to show people the problem, show the product solving it, then make the product feel obvious.
No Search Intent
The category did not exist in the consumer mind.
High Early CAC
Initial acquisition cost reached $22+, too high for scale.
No Brand Trust
Unknown products need proof, context and repetition.
Lean Budget
Every dollar had to teach, test, convert and compound.
02 — Audience Segmentation
Four audiences. One product. Infinite use cases.
AIIMS did not target everyone and hope for the best. We built distinct audience universes, each with its own creative logic, messaging and optimisation pathway.
Broad Market
No interest filters. Purchase-optimised. This became the sleeper hit and proved Meta’s algorithm could find buyers when the creative was clear.
Coffee Lovers
Morning coffee runs, office shouts, cafe culture and everyday convenience.
Sports Fans
The emotional core: four beers, one hand, zero spills at the footy.
B2B
Custom branded units for businesses, events, hospitality and corporate gifting.
03 — Campaign Architecture
Educate. Convert. Retain. Scale.
A three-stage funnel was built to create the category first, then convert it. Every stage had its own creative brief, audience logic and measurement framework.
Top of Funnel — Educate
Show the problem
UGC-style video showed 4Foldr in action at pubs, cafes, footy games and outdoor events. The job was simple: make people understand the product in seconds.
Middle of Funnel — Lifestyle
Make it desirable
Warm audiences received use-case-led creative: the morning coffee run, the pub round, the game-day shout and the corporate gift.
Bottom of Funnel — Convert
Remove hesitation
Advantage+ Shopping, abandoned cart retargeting, direct-response ads, free shipping messaging, guarantee messaging and offer-led creative closed the loop.
04 — Creative Strategy
Four beers. One hand. Zero spills.
Every creative brief started with one question: what is the moment that makes someone think, “I need one of those right now?” The winning answer was practical, visual and instantly Australian.
2.0M+Video views
3.07%Peak CTR
$0.51Avg CPC
05 — The Optimisation Engine
How AIIMS engineered the CAC decline.
Category creation does not happen in a launch. It happens in the iteration. Every week, AIIMS cut what did not work and doubled down on what the data confirmed.
Launch CAC
$22.00
Initial campaigns educated the market while the algorithm learned who was likely to buy.
Month 3 CAC
$15.20
Audience signals, creative learnings and retargeting tightened the acquisition path.
Optimised CAC
$10.20
Advantage+ Shopping and strong conversion data cut acquisition cost by more than half.
06 — The Numbers
Results that speak for themselves.
The campaign combined top-of-funnel category education with Advantage+ Shopping scale. Together, they produced 6,264 purchases and more than $315,000 in attributed revenue.
Campaign
Impressions
Purchases
Revenue
Avg CAC
TOF Campaign — ADV Sales
2.85M
2,816
$150,965
$13.27
Advantage+ Shopping
3.42M
3,448
$164,139
$15.47
Combined Campaign Total
6.27M
6,264
$315K+
Sub-$15 scale
“This campaign did not capture demand. It created it.”
AIIMS Group — Paid Social & eCommerce StrategyMost performance campaigns fish where the fish already are. This campaign was different. AIIMS had to convince 1.8 million Australians that a product they had never seen was something they had always needed.
That is why this case study matters. It proves that performance marketing is not only about capturing bottom-of-funnel demand. Done properly, it can create behaviour, create habit and create a new commercial category.
08 — Award Submission
Built for an award. Earned in the market.
APAC Search Awards 2025 submission categories.
Best Use of SocialPaid social category creation.
Best eCommerce CampaignDirect-to-consumer scaling.
Most Innovative CampaignCategory creation through PPC.
Best Performance CampaignSMB and lean budget division.
AIIMS Group Case Study
From unknown idea to a product Australians recognise instantly.
Through audience architecture, disciplined creative testing, Advantage+ Shopping integration and relentless CAC optimisation, AIIMS did not just run a campaign. AIIMS helped create a category.
Paid SocialeCommerceMeta AdsCategory CreationPerformance Creative