Rebuilding the clean-air brand beyond the pandemic narrative.
NuWave OxyPure had built their whole Meta and SEO playbook on COVID-era messaging — and by the time we came in, that angle was burnt. Traffic was inconsistent, CPLs were climbing, and their Meta, Google Ads and SEO spend from the previous agency wasn't converting. We rebuilt the whole front end — landing page, creative direction, and a new consumer angle focused on allergies, dust, mould and year-round air quality.
How we repositioned a pandemic-era air purifier into a year-round allergies & wellness brand — and rebuilt the funnel to match.
NuWave OxyPure is an Australian e-commerce brand selling a smart air purifier — 360-degree intake, advanced filtration, smart-connect features. Strong product, Choice-recommended, but stuck running a post-COVID narrative the market had moved on from.
Previous agencies had tried SEO, Google Ads and Meta Ads — none of it was delivering traffic at a sustainable cost. The creative and landing pages all leaned on pandemic fear; once that faded, cost per click climbed and conversion stalled.
Rebuilt the front-end of the funnel. A new dedicated landing page, a new cross-platform visual direction (mood board, lifestyle stills, in-home shots), and a fresh Meta creative pool focused on allergies, dust and mould — not pandemic anxiety.
Before we touched the Meta account, we rebuilt where the traffic landed. One clean product page with clear badges, and a refreshed lifestyle visual language for every ad to draw from.
A single-page layout built for paid traffic. Product Review Australia winner badge, clear category framing (Smart Air Purifier), four primary CTAs (Shop, Watch Video, Download, Book Consultation). Built to convert cold Meta traffic — not just catalogue browsers.
Built a new visual mood board for every piece of creative to reference. Warm in-home lifestyle shots, kids playing, stone kitchens, living rooms. The same product photographed in real Australian homes, not studio whites. Every Meta ad sampled this palette.
The pandemic narrative was done — so we led with the hook that converts year-round: "Sneezing because of allergies? Finding it hard to manage dust & mould in your home?" Testimonial-style, carousel, and short video cuts all rotated against that lead copy.
Testimonial lead: "Just when you think your air quality is good in your house, look at this" — Zoe, The Subtle Mummy. Lifestyle lead: product placed in a warm Australian kitchen with "Life-Changing Benefits of an Air Purifier." Carousel: product + "Save $X, FREE H..." offer stack. Video cuts: 360-degree intake feature reel and a filter-reveal "Priceless Secret of Good..." video.
Repositioned around allergies and year-round air quality. Dedicated landing page live, five-creative Meta test pool running, and a visual system the brand now owns across every channel.
"When the story stops working, the story's the problem — not the channel."
NuWave's product never changed — the framing had. Three agencies had blamed the platforms for rising costs when the issue was creative relevance. Dropping the pandemic anchor and rebuilding around allergies, dust and mould gave Meta a hook that actually matched what buyers are searching for now.
30-minute audit + strategy call. You'll leave with a custom roadmap — whether we work together or not. No pitch deck, no pressure.
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