Australian Outdoor Living appoints digital marketing agency
Australian Outdoor Living has outsourced its digital marketing efforts to Shout Digital, Mumbrella can reveal.
Shout — headquartered in Melbourne — will be responsible for digital advertising and SEO strategy, focusing on the brand’s key categories: outdoor blinds, kitchens, pergolas, and more.
Australian Outdoor Living
Mumbrella understands the brand used to do its digital spend in house, but decided to trial a couple of external providers over the summer months. After that, it settled into the formal relationship with Shout.
The move has been described as a way to “unify and futureproof” its marketing efforts.
Jessica Townley, marketing director at Australian Outdoor Living, said the brand is at a “pivotal stage”.
“It’s critical our digital strategy reflects the national scale of our business while remaining relevant to the unique needs of each local market,” she told Mumbrella.
“Shout demonstrated a strong understanding of our vision — bringing agility, technical strength, and a thoughtful approach to the complexities of our business. As we continue to grow, having a dedicated partner to optimise our digital presence and performance is key.”
Shout’s recently-appointed head of growth, Matilda Toepfer, described Australian Outdoor Living as an “ambitious, fast-paced business”.
“We’re excited to work alongside them to unlock new opportunities as they continue to lead the market of backyard bliss,” she said.
During the trial, Shout focused on strengthening the brand’s digital foundations, including a major website migration. It also assisted in rebuilding the brand’s campaign infrastructure across Facebook and Google.
“This is about laying the groundwork for scale,” Toepfer told Mumbrella.
“Our focus is firmly on optimising AOL’s digital channels to deliver greater reach, relevant messaging, and stronger results — now and into the future.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
australian outdoor living
digital
digital marketing
Jessica Townley
Marketing
Matilda Toepfer
Shout Digital
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