Sharkskin US (Salt Blue Inc.)
Meta Ads — International eCommerce Expansion
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Salt Blue Inc. (the US arm of Sharkskin) needed to build brand awareness and drive sales in the competitive American water sports market. Unlike the established Australian brand, the US market required a fresh approach to audience targeting, creative messaging, and promotional strategy.
By adapting Australian brand creative for American audiences and continuously optimising toward best-performing ads, we successfully established Meta Ads as a viable acquisition channel in the US market.
Successfully established Meta Ads as a viable acquisition channel in the US market
Boardshorts and seasonal promotional campaigns drove targeted product sales
Learnings from US campaigns informed the broader AU/NZ/US Meta Ads strategy
Continuous optimisation — pausing underperformers and focusing on best-performing ads
Platforms Used
- •Meta Ads Manager
- •Facebook & Instagram (US)
- •Custom Audiences
- •Product Catalogue Ads
Services Outline
- •Meta Ads Management — US market targeting with adapted Australian brand creative
- •International Campaign Strategy — Seasonal and promotional campaign management for the US market
- •Creative Adaptation — Adjusting Australian creative for American audiences and seasonal patterns
- •Performance Optimisation — Continuously pausing underperformers and focusing budget on winners
- •Global Coordination — Aligned with Sharkskin AU/NZ team for consistent brand messaging globally
The Challenges
Our Solution
We adapted the Sharkskin brand for US audiences, running targeted promotional campaigns while continuously optimising toward best-performing ads.
US Market Adaptation
- •Adapted Australian brand creative for American audiences and seasonal patterns
- •US water sports enthusiasts targeted with platform-specific messaging
- •Promotional campaigns including boardshorts and seasonal product pushes
- •Coordinated with Sharkskin AU/NZ for consistent global brand identity
Continuous Optimisation
- •Paused underperforming campaigns and reallocated budget to winners
- •Seasonal promotional calendar aligned with US market patterns
- •Learnings from US campaigns informed global Meta Ads strategy
- •Regular performance reporting across both AU/NZ and US accounts
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