Who are WOW Wipes?
WOW Wipes is Australia’s leading supplier of commercial wipes and have been a client of Chilli’s for over 10 years. They supply gyms, pilates studios, offices, government departments with wipes and dispenser solutions, everywhere in Australia.
WOW Wipes have remained on top of the market share for a long time, due to their incredible customer service, quality product and aggressive marketing strategies.
The Challenge
Black Friday, Cyber Monday for WOW Wipes
This sale is one of WOW Wipes’ biggest campaigns of the year, as it is for many of our clients.
Each year, the goal is to:
- Grow overall campaign performance
- Increase new customer acquisition
- Push the limits of what the sale can achieve
- Continue improving the strategy year on year
The results exceeded expectations.
The majority of the sale’s revenue growth came from using both Meta and Google together, with each channel playing an important role in the overall campaign success.
Over time, we have refined the campaign approach and continued to see stronger results.
Last year, we reviewed the Meta advertising performance and identified a clear opportunity to scale the channel. Although WOW Wipes is a B2B business, Meta was already showing strong engagement, so we decided to test a larger budget.
The Solution: A Connected eCommerce Growth Strategy
Tools and Tactics
The Execution
Start Date: February 2025
End Date April 2026
- Created a clear Black Friday plan that brought all activity together.
- Built up WOW Wipes’ customer lists throughout the year so more people could be reached during the sale.
- Kept regular marketing activity running throughout the year, rather than only promoting during the sale period.
- Promoted and created extra campaign materials for the sale, including emails, photos, videos and social media content.
- Worked closely with the WOW Wipes team to review the offers, emails and campaign content before they went live.
- Used WOW Wipes’ knowledge of their customers to make the messaging more relevant.
- Reviewed the results after the sale to see what worked well and what could be improved next time.
The Impact
Summary of Results
| Channel | Result |
|---|---|
| Website and eCommerce | Online store revenue increased by 16% YoY. |
| Google Ads | Cost Per Purchase dropped from $25.96 in 2024 to $18.07 in 2025 |
| Google Ads | ROAS went from 15.5 in 2024 to 22.03 in 2025 |
| Social Advertising | Cost per purchase dropped from $3.18 in 2024 to $2.17 in 2025 |
| Social Advertising | ROAS increased from 118.88 in 2024 to 168.61 in 2025 |
| Klaviyo Email Campaigns | Revenue attributed to EDMs grew 4.83% year on year and contributed to 25% of all BFCB revenue |
Meet MagicEzy’s Marketing Team
100% in-house
Key Learnings
Strong results come from preparation, not just promotion
WOW Wipes’ Black Friday Cyber Monday campaign success was not built in the final weeks before the sale. It came from consistent marketing activity throughout the year, including Google Ads, Meta Ads, email marketing, SEO, social media and ongoing strategy. By the time the campaign launched, the brand already had warm audiences, active retargeting lists and a customer base that understood when to expect their biggest offers.
Integrated marketing delivers stronger campaign performance
The 2025 campaign showed the value of using multiple channels together. Google Ads helped capture high intent customers, Meta Ads supported prospecting and retargeting, and EDM campaigns helped convert existing subscribers and past customers. This integrated approach helped WOW Wipes achieve a 16.29% increase in overall revenue compared to their 2024 campaign.
Long term marketing partnerships create stronger year on year results
WOW Wipes has worked with Chilli for over 10 years, which means every campaign is informed by previous results, audience behaviour, creative performance and customer insights. The 2025 BFCM campaign was not a one off test. It was the result of ongoing analysis, consistent campaign improvement and a willingness to test new budget allocations across Meta and Google advertising.
Testing is essential for scaling successful campaigns
After reviewing previous Meta advertising results, Chilli identified an opportunity to increase the Meta budget for the 2025 sale. This decision helped deliver significant revenue growth through the channel, with Meta Purchase ROAS increasing from 118.88 in 2024 to 168.61 in 2025. By reviewing what worked and adjusting the strategy, the campaign was able to scale more effectively.
FAQs
How long does it take Sunshine Coast businesses to see results from digital marketing?
The timeframe depends on the business, audience, offer and channels being used. Some campaigns can generate results quickly, especially when there is already an engaged audience or strong customer database in place. However, the strongest results often come from consistent marketing over time. For WOW Wipes, the 2025 Black Friday Cyber Monday campaign ran for around two months, but its success was supported by year round activity across Google Ads, Meta Ads, SEO, email marketing and social media.
Do I need to commit to a marketing retainer or can I start small?
You can start with a project or campaign, but an ongoing retainer gives your marketing more time to build momentum. With WOW Wipes, Chilli supports both monthly activity and project campaign work. This includes Google and Meta advertising, strategy sessions, SEO, email marketing, content creation, photography and social media. The long term relationship means each campaign can be improved using real data from previous activity.
What makes your marketing approach different from other agencies on the Sunshine Coast?
Chilli focuses on practical, measurable marketing that is tailored to each client’s goals. For WOW Wipes, this meant combining Google Ads, Meta Ads, EDM campaigns, creative content and campaign strategy to support their biggest sale of the year. The approach is collaborative, data informed and focused on helping the client improve year after year, rather than simply running isolated campaigns.
What channels worked best for the WOW Wipes Black Friday Cyber Monday campaign?
The strongest results came from using multiple channels together. Google Ads captured customers with clear purchase intent, Meta Ads supported prospecting and remarketing, and EDM campaigns helped drive repeat purchases from an existing audience. This combined approach helped WOW Wipes increase total campaign revenue by 16.29% year on year.
Why is email marketing important for eCommerce sales campaigns?
Email marketing is important because it gives businesses a direct way to reach warm audiences, past customers and subscribers who already know the brand. For WOW Wipes, EDM blast campaign revenue grew by 4.83% year on year and contributed to 25% of all BFCB revenue, showing that email continued to play a valuable role within the broader Black Friday Cyber Monday campaign.
