Careline365's Hero Brand Strategy

Client: Careline365

Goodstuff's hero brand strategy for Careline 365 was not just a cost-cutting exercise: it was a growth strategy. By cutting cannibalisation, we didn't just reduce spend by 31%, we improved the quality of traffic, which in turn drove +6% sales at a -35% CPA, these budget efficiencies have greatly helped the client in key stakeholder discussions on unlocking more investment for above the line media support in 2026, which would have been much more difficult under the previous, fragmented model.