Founded in 2019, The Cookie Dough Co has grown from a home baking passion project into one of Australia’s go-to destinations for indulgent New York–style cookies, cookie cakes, slabs, edible cookie dough, and other sweet treats. Made fresh daily with 100% Australian butter and eggs, and free from artificial colours and flavours, their products are delivered nationwide and stocked in select cafes, restaurants, and gift shops.
While in-store and wholesale sales were doing well, online The Cookie Dough Co wasn't reaching their potential. Competition in the dessert space was heating up, and The Cookie Dough Co’s website wasn’t showcasing seasonal launches or driving urgency effectively. Email marketing was underused, and social media activity lacked the paid strategy needed to reach beyond their loyal following. To compete nationally, a more structured approach was required.
The Cookie Dough Co’s eCommerce transformation was driven by a coordinated digital marketing strategy that was designed to boost visibility, engagement, and conversions.
Email marketing became an important part of the strategy, shifting from sporadic newsletters to a structured campaign calendar. Segmented and personalised EDMs targeted customers based on purchase history, location, and product preferences, while seasonal and event-driven launches—such as Easter specials, limited-edition flavours, and “Limited Flavour Fridays”—created urgency. Eye-catching visuals and clear calls-to-action helped increase open rates by 7 percentage points and click-through rates by 36%, driving up to a 24% lift in same-day sales.
The website evolved from a static product list into a dynamic, seasonally refreshed storefront. Dedicated “New & Seasonal” and “Gifts & Packs” sections, paired with rich product descriptions and high-quality imagery, ensured new launches were always front and centre. SEO optimisation for key search terms like “NY-style cookies” and “cookie delivery Australia” drove a 27% increase in organic traffic, while time on product pages rose by 32% and conversions improved by 18%.
Social media and influencer marketing worked in tandem to grow brand awareness and trust. A new content calendar balanced premium product photography with behind-the-scenes bakery footage, customer unboxings, and interactive posts. Influencer partnerships increased reach, with handpicked food, gifting, and lifestyle creators producing authentic, visually aligned content that generated engagement rates 2.3x higher than brand-owned posts. The strategic timing of influencer drops around major launches delivered measurable ROI, accounting for 14% of referral traffic during campaigns and exceeding sales benchmarks by 31%.
Finally, paid social advertising ensured the right audiences saw the right products at the right time. Targeted campaigns promoted best-selling packs, shareable slabs, and seasonal collections, while retargeting and lookalike strategies re-engaged high-intent shoppers. Creative testing across carousels, short-form video, and limited-time offers revealed the most effective formats, resulting in a 22% reduction in cost per acquisition and a 38% improvement in return on ad spend.
By integrating these channels—each optimised to feed into the next—The Cookie Dough Co was able to create a consistent, data-driven customer journey that turned casual browsers into loyal buyers.
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