Little Kalimba
From Five-Figure to Six-Figure Months: How Little Kalimba Achieved 156% Growth with a Conversion-First Approach & Smart Ad Spend
Little Kalimba is an Australian-based online store offering a curated range of musical instruments including kalimbas, ocarinas, handpans, and tongue drums. With a strong focus on both quality and accessibility, Little Kalimba has become a go-to destination for music lovers seeking soulful, handmade instruments that are as beautiful to look at as they are to play. The brand celebrates mindful creativity, cultural roots, and the calming power of music, making it much more than just an instrument store.
The Goal
The Goal
When Little Kalimba came to us, the brand was already experiencing solid growth, but the founder had a vision to take it to the next level, specifically during the high-stakes holiday period of November and December. The goal was clear: increase revenue, scale ad performance, and significantly boost conversions while ensuring the customer journey felt seamless, intentional, and aligned with the brand’s aesthetic.
Key Deliverables
To set the brand up for success, we focused on an integrated digital growth strategy that included:
- Optimised Product Feed & Shopify Data
- Google Ads Strategy & Management
- Meta Ads Strategy & Management
- Klaviyo Email Marketing Management
- Shopify Conversion Rate Optimisation
The Goal
The Goal
When Little Kalimba came to us, the brand was already experiencing solid growth, but the founder had a vision to take it to the next level, specifically during the high-stakes holiday period of November and December. The goal was clear: increase revenue, scale ad performance, and significantly boost conversions while ensuring the customer journey felt seamless, intentional, and aligned with the brand’s aesthetic.
Key Deliverables
To set the brand up for success, we focused on an integrated digital growth strategy that included:
- Optimised Product Feed & Shopify Data
- Google Ads Strategy & Management
- Meta Ads Strategy & Management
- Klaviyo Email Marketing Management
- Shopify Conversion Rate Optimisation
Solution
We approached the challenge with a two-pronged strategy—one focused on elevating the website experience, the other on refining and scaling the brand’s advertising efforts.
1. Website Optimisation & CRO
We implemented a number of enhancements designed to increase the conversion rate and create a frictionless experience for shoppers:
- Sibling Products: We introduced sibling product linking to help shoppers easily discover similar or complementary items, boosting both product discovery and time on site.
- Variant Image Sets: Each product variant (e.g., color or style) was given its own unique image set, ensuring that when a customer clicked a variant, only relevant images were displayed—making the shopping experience feel cleaner and more intuitive.
- Sale Messaging & Compare-at Pricing: Throughout the promotional period, we ensured every product had a "compare at" price to clearly display the discount. This, combined with prominent sale messaging, reinforced urgency and value across the store.
2. Ad Strategy & Scaling
Months before the sale period began, we laid the groundwork for a high-performing Google Ads ecosystem:
- Product-Specific Campaigns: Instead of generic campaigns, we built ad sets tailored to each product category—ocarinas, handpans, drums, and more. This allowed for hyper-targeted messaging and better relevance scores.
- Aggressive Scaling During Sales: When the sale period hit, we tripled the ad spend—investing over $30,000 into Google Ads alone during November and December. This paid off in a major way, driving a 796% ROAS.
Outcome
The results speak for themselves. Little Kalimba saw a:
- 92% year-on-year growth for the months of November and December.
- 156% increase in revenue compared to the previous two months (October and September)
- A jump from consistent five-figure months to crossing into six-figure territory.
- Sustained performance from product-specific campaigns and a strong Google Ads ROAS of 796%.
This case proves what’s possible when thoughtful website enhancements are paired with a well-planned and aggressively executed digital strategy. Little Kalimba didn't just survive the holiday season—they thrived.
Solution
We approached the challenge with a two-pronged strategy—one focused on elevating the website experience, the other on refining and scaling the brand’s advertising efforts.
1. Website Optimisation & CRO
We implemented a number of enhancements designed to increase the conversion rate and create a frictionless experience for shoppers:
- Sibling Products: We introduced sibling product linking to help shoppers easily discover similar or complementary items, boosting both product discovery and time on site.
- Variant Image Sets: Each product variant (e.g., color or style) was given its own unique image set, ensuring that when a customer clicked a variant, only relevant images were displayed—making the shopping experience feel cleaner and more intuitive.
- Sale Messaging & Compare-at Pricing: Throughout the promotional period, we ensured every product had a "compare at" price to clearly display the discount. This, combined with prominent sale messaging, reinforced urgency and value across the store.
2. Ad Strategy & Scaling
Months before the sale period began, we laid the groundwork for a high-performing Google Ads ecosystem:
- Product-Specific Campaigns: Instead of generic campaigns, we built ad sets tailored to each product category—ocarinas, handpans, drums, and more. This allowed for hyper-targeted messaging and better relevance scores.
- Aggressive Scaling During Sales: When the sale period hit, we tripled the ad spend—investing over $30,000 into Google Ads alone during November and December. This paid off in a major way, driving a 796% ROAS.
Outcome
The results speak for themselves. Little Kalimba saw a:
- 92% year-on-year growth for the months of November and December.
- 156% increase in revenue compared to the previous two months (October and September)
- A jump from consistent five-figure months to crossing into six-figure territory.
- Sustained performance from product-specific campaigns and a strong Google Ads ROAS of 796%.
This case proves what’s possible when thoughtful website enhancements are paired with a well-planned and aggressively executed digital strategy. Little Kalimba didn't just survive the holiday season—they thrived.
