One Plan, Full Funnel: How MFG Won Back-to-School with Adcore

Adcore Brand Awareness Case Studies E-Commerce SEO

Campaign Goals

Drive in-store foot traffic across metro and regional markets.
Maximise eCommerce performance through full-funnel activity.
Strengthen brand consistency.
Improve media efficiency and measurability.

Executive Summary

MFG’s TV, Radio, and digital had always run on separate tracks. We pulled them onto one. Geo-targeted to store catchments, sequenced across the funnel, and measured by Marketing Mix Modelling, the plan stopped being four campaigns in a trenchcoat and started being a single voice.

+3.1% YoY

Sales Growth

+14% YoY

Paid Digital ROAS

+86% YoY

Video Completion

+77% YoY

Organic Revenue

Challenge

Back-to-School 2026 was harder than usual. Four in five Australian families said they were worried about affording school essentials, and competitor discount noise across January was relentless. MFG needed to grow sales, protect margin, and drive both store and online conversions, while spending less. Not a bigger megaphone. A smarter one.

Adcore's Main Actions

One Integrated Plan: TV and Radio built mass reach. BVOD, YouTube, Spotify, and programmatic shaped frequency. Meta, Search, PMax, and affiliates captured intent. Every channel had a defined role inside one connected system, planned and optimised together.
Full-Funnel Sequencing: Upper-funnel activity built awareness, with digital frequency layered on through the decision window. By the time families searched for school shoes, the demand was already there.
Geo-Targeted to Store Catchments: Digital weighting matched MFG’s actual store footprint, with a mobile-first mix designed to drive foot traffic in the right postcodes. The plan respected the map.
MMM-Led Measurement: Marketing Mix Modelling measured true channel contribution beyond last-click attribution and gave MFG a clear, data-driven view of where to scale next year.

Solution

Efficiency came from structure, not from cutting. Every layer of the funnel reinforced the next, with nothing wasted on channels duplicating each other’s work.
Sales grew. Digital performance lifted. Organic search demand climbed alongside paid, proof that the upper funnel was actually creating demand, not just sharing the credit for it.
Most importantly, the work left a blueprint behind. A way of running Back-to-School that MFG can refine and scale every year from here.

About Munro

Year established: 1973
Website: munrofootwear

Munro Footwear Group is one of Australia’s largest multi-brand footwear retailers, operating nine brands including Williams Shoes, Mathers, The Trybe, Styletread, Diana Ferrari, and Midas across 200+ stores.

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