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    PierceOff

    Piercing the Noise: Email, Social Ads & eCommerce for a Niche Lifestyle Brand

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    PierceOff case study hero image - Piercing the Noise: Email, Social Ads & eCommerce for a Niche Lifestyle Brand

    PierceOff is an Australian ecommerce brand specialising in body piercing jewellery and accessories, serving a passionate community of body jewellery enthusiasts and professional piercers. Alongside the primary PierceOff brand, the business also manages the Wildcat brand — extending their reach into a broader lifestyle and alternative jewellery market.

    Australian Internet Advertising manages PierceOff's full digital marketing stack: Shopify store optimisation, Klaviyo email marketing, and Meta Ads across Facebook and Instagram. For a niche lifestyle brand, the combination of passionate community email subscribers and visually-led social advertising is particularly powerful — and AIA built a strategy that leverages both to drive consistent ecommerce revenue.

    Body piercing jewellery is a highly visual, trend-sensitive category with a devoted buyer community who respond strongly to authentic brand storytelling and targeted product discovery through social media.

    +3,879

    Active Klaviyo Profiles

    +2,051

    Shopify Email Subscribers

    +2

    Brands Managed Concurrently

    +Full

    Email + Social Integration

    Platforms Used

    • •Shopify
    • •Klaviyo
    • •Facebook Ads
    • •Instagram Ads
    • •Meta Business Suite

    Services Outline

    • •Shopify Optimisation — store performance, UX and subscriber capture integration
    • •Klaviyo Email Marketing — full lifecycle automation for B2C niche community
    • •Meta Ads Strategy — product discovery and retargeting on Instagram and Facebook
    • •Audience Building — first-party data and lookalike modelling for niche segments
    • •Monthly Reporting — channel-level performance and email list growth tracking
    PierceOff screenshot 1

    The Challenges

    1.Body piercing is a niche category with a passionate but targeted audience — advertising must be precise and visually on-brand to resonate with a community that has high aesthetic standards and strong opinions about authenticity.
    2.Managing two distinct brands (PierceOff and Wildcat) within a shared operational framework, each requiring brand-appropriate creative, tone, and audience targeting.
    3.Seasonal demand fluctuations — with softer periods during autumn — require smart email and retargeting strategies to maintain revenue through quieter months.
    4.Growing a qualified email subscriber list in a niche where buyers may only purchase a few times per year, making list quality and lifecycle automation more important than raw list size.
    5.Meta platform advertising policies around body modification content require careful creative and copy approaches to maintain ad account health.

    Our Solution

    AIA built PierceOff's Klaviyo email programme around the full customer lifecycle, with list segmentation that separates new subscribers, active buyers, and lapsed customers.

    Klaviyo Email Programme

    • •With 2,051 Shopify email subscribers and 3,879 active Klaviyo profiles, the email channel represents a high-quality owned audience that generates consistent revenue independently of ad spend.
    • •Key automations include a welcome series introducing new subscribers to the PierceOff story and best-selling collections, abandoned cart sequences, post-purchase flows that encourage reviews and cross-sell complementary pieces, and seasonal sale automations timed around peak gifting and lifestyle moments.

    Meta Ads Strategy

    • •Meta Ads campaigns focus on visual product discovery — showcasing PierceOff's range through high-quality imagery and short-form video that appeals to the brand's aesthetic-driven audience.
    • •Retargeting campaigns on Instagram and Facebook keep PierceOff top-of-mind for warm audiences who have viewed products but not yet purchased.
    • •During seasonal dips, AIA shifts budget emphasis toward email-driven campaigns and retargeting rather than cold audience acquisition — maintaining efficiency during periods of lower market demand.

    Dual-Brand Management

    • •Both the PierceOff and Wildcat brands are managed under a coordinated strategy — each with brand-appropriate creative, copy tone, and audience targeting, but sharing operational infrastructure for efficiency.
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