Overland Footwear

Project Overview

Overland brought Fastlane in to steady paid media across two brands, two markets, and four accounts during periods of team change or need for extra hands on deck.
The brief was to keep campaigns moving, optimise, and help the business hit revenue targets without adding more friction internally.

The scope was broad. Weekly promo campaigns across Meta and Google. Budget pacing. reporting. creative briefs. ad copy. implementation. optimisation. audience targeting. product feeds. localisation across Australia and New Zealand. On top of that, Mi Piaci’s Google Ads setup needed a proper reset, not another round of surface-level tweaks.

Challenge

The challenge was pace and complexity. This was a high-volume retail environment running two to three campaigns per week, per brand, across both geographies. There was not much room for slow onboarding, messy handover, or platform drift. The accounts needed someone who could come in cold, take control quickly, and work at the speed the business was already moving. Proactive product feed management, attribution fixes, and ongoing optimisation.

Solution

• Paid media support across Mi Piaci and Merchant 1948 in Australia and New Zealand
• Meta and Google Ads management across four accounts
• Campaign planning and execution across a high-frequency promotional calendar
• Weekly and monthly budgeting, pacing, and reporting for team and leadership use
• Google Ads reset across both brands and geographies
• Audience strategy, localisation strategy, and funnel optimisation
• Creative briefing, ad copy writing, and end-to-end campaign implementation
• Product feed management, attribution fixes, and ongoing optimisation

Results