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Unlocking scalable eCommerce growth in a shifting retail and creator landscape.
The brief
The client
Henry’s, known as Canada’s Greatest Camera Store, has been the country’s most trusted camera retailer for over 100 years, with locations from Halifax to Vancouver. As product mix evolved and digital-first creator audiences surged, Henry’s needed a partner to unlock new performance from digital media and build a scalable, future-proof revenue channel.
The challenge
Henry’s needed to rapidly accelerate eCommerce growth while working within a fixed budget. Their existing media program was not maximizing performance, and high-value creator audiences remained untapped. The challenge was to improve ROAS and revenue outcomes using existing creative assets, while creating a diversified growth engine that could sustain long-term online performance.
The goal
- Accelerate eCommerce revenue growth rapidly
- Unlock greater value from existing creative assets and media spend
- Diversify audiences and revenue channels, especially creator-focused segments
- Build a sustainable and predictable online revenue model
What we discovered & implemented
01 | Foundation
Using Flow™, we opened new profit-generating channels through paid social. Working exclusively with Henry’s existing creative assets, we launched a program in under a month that delivered immediate revenue and ROAS lift.
02 | Growth
We reassessed investment priorities and made a bold shift from branded search towards generic search—an unconventional move that unlocked greater efficiency and expanded Henry’s reach across the funnel.
03 | Leadership
We positioned Henry’s to capitalize on the emerging creator economy. Through diversification, innovation, and precise measurement, Flow™ established the long-term performance structure required for sustainable, future-ready eCommerce growth.
Results
- 11X ROAS within the first 6 months, achieved with no new creative assets
- 2X eCommerce revenue growth in just one year
- 50% reduction in ad spend while improving revenue and ROAS
- A diversified, scalable performance engine ready for creator-led growth
Key drivers of success
- Flow™ methodology driving continuous evolution and diversification
- Leveraging paid social as a high-return, always-on channel
- Smart reallocation from branded to generic search for greater opportunity
- Strategic expansion into the creator economy to future-proof growth
Other. operates as a true strategic partner to our team. They understand how to reach our niche audiences and pivot quickly as conditions change, translating strategy into scalable execution across our portfolio.
Other. has played a critical role in accelerating our business, applying deep performance marketing expertise to maximize media efficiency and ROI. What truly sets them apart is their partnership mindset - they go above and beyond, operate as a true extension of our team, and focus on shared outcomes.
Other. has delivered the agility, rigour, and expertise that has allowed us to unlock the potential of our digital revenue channels and accelerate at an important time in our business. They have become a critical partner that we rely on.
It truly does feel like they're part of my marketing department. That’s the best compliment I could pay an agency.
I've always really valued that relationship. I think that they get our business. They always try to do it right. They're proactive.
They are setting the new standard for agencies.
Let’s raise the bar together.
