Building Social Media Systems for an Operations-Heavy Australian Brand Group
Introduction
Hello Co. Pty Ltd is an Australian company operating a portfolio of apparel and merchandise brands, including Capital Prints, Tiddys, Trade Workwear, and Skylane. As the business expanded, managing a consistent social media presence across multiple brands became increasingly complex alongside its day-to-day operations.
Wandercreatives, a content marketing agency based in the Philippines, helped Hello Co. turn social media from another task on their internal team’s list into a managed content system across multiple brands. Also, Wandercreatives acts as their external creative team. The role was to help them keep showing up online with content that felt aligned with each brand, while giving their internal team more room to focus on operations and growth.
This case study focuses on how Wandercreatives became the creative content partner of Hello Co. Pty Ltd, an Australian company managing multiple apparel and merchandise brands.
Client Background
Hello Co. Pty Ltd is an Australian company operating a group of apparel and merchandise brands. Their portfolio includes Capital Prints, Tiddys, Trade Workwear, and Skylane.
Public brand context:
Hello Co. is a portfolio of apparel and merchandise brands built around quality, simple processes, and practical business solutions.
Capital Prints focuses on custom apparel, uniforms, promotional merchandise, and print for businesses.
Tiddys focuses on fast and accessible custom T-shirt and apparel printing through an online ordering model.
Trade Workwear focuses on branded workwear for trades and service-based businesses in Australia.
The Challenge
Since Hello Co. manages multiple brands, each brand has its own audience and commercial purpose.
Capital Prints needed to communicate quality and professionalism, Tiddys needed a playful and approachable personality, while Trade Workwear needed content that spoke to practical business owners, trades, and service-based teams looking for branded uniforms.
Although the content opportunity was strong, the internal team is already managing production, orders, operations, customer service, and business growth. Social media required consistency, creative thinking, captions, research, and reporting, but the team lacked the capacity to manage this consistency across multiple brands.
The goal was not only to produce content, but to build a reliable creative system that supported the business without adding to its operational workload.
Our Solution and How We Worked
For 12 months, Wandercreatives gave Hello Co. a lean creative team without requiring them to build the full function in-house. Through two creative direction pivots, Wandercreatives helped Hello Co. sharpen the way each brand showed up online. The process allowed the content to become more aligned with the brand's new vision for the brands and how they show up online.
Because Hello Co. has multiple brands that have their own content ecosystem, guidelines, and narrative, it is important for us to assign dedicated designers who will know these brands front and back and serve as advocates. Content and design ideas are researched to be on-trend, creative, and on-brand. We assigned a project manager who oversees all the brands and works closely with the designers to ensure the quality of ideas and output before it is reviewed by the client.
Every month, designers, project managers, and the client huddle together to discuss the current status of content in the pipeline, monthly social media reports, insights and recommendations from the past month, and what to expect for the next month. As the brands grew and the audience clarified what each brand needed, Wandercreatives refined the content direction to better match their audience, positioning, and business goals. This new direction also required the team to meet on a bi-monthly basis to tighten the feedback and revision loop.
Wandercreatives help translate Hello Co’s management insights and new vision into visuals that are a collaborative effort between the designers, the project manager and Hello Co. Since the three apparel brands have their own goal and guidelines, Wandercreatives worked closely with each brand to ensure that all of the apparel stays true to its objective.
For Capital Prints, it has to communicate professionalism and quality to its target consumer. From generic content, we strategize a more intentional and visually appealing content.
From this…
To this…
For Tiddys, the aim is to have fun, playful, and cool visuals with room for Aussie humour and personality.
From this…
To this…
For Trade Workwear, the content focused on practical value, reliability, and workwear that makes sense for Australian trades and service businesses.
From this…
To this…
In addition, since all brands are operations-heavy, Wandercreatives built a content system by creating a content pipeline all in a single platform. From the content idea to the monitoring, Notion has become a tool to make every project, communication, and management efficient.
This enabled the project manager, designers, and client to easily foresee the plans and track their progress. With this, it saves everyone time and gives them a chance to focus on other operational tasks. With all the changes and campaigns, Hello Co. produced over 900 posts for the past year and gained a total of 401% increase in engagement/views compared to the previous year.
Below are some monthly content insights gathered from organic performance:
Conclusion:
For Hello Co., the goal was not just to post more. It was to show up with a clearer direction, a steadier system, and content that made sense for each brand’s audience.
As Hello Co.'s creative partner, Wandercreatives developed a social media strategy for international brands that balanced consistency with each brand's unique identity. Through structured workflows, dedicated creative support, and localization marketing for international brands, we translated the client's vision into content that resonated with Australian audiences while being managed remotely from the Philippines. The result was more than 900 published posts, a 401% increase in engagement and views, and a scalable content system that allowed the internal team to stay focused on operations. This partnership demonstrates how a content marketing agency in the Philippines can help international businesses build sustainable content strategies for international brands, providing reliable creative support without the need to expand their in-house marketing team.
If you need a partner that will help you bring your vision to life, and help you stay visible online while maintaining growth in operation-based tasks, Wandercreatives is ready to help you out. Feel free to reach out to us at https://www.wandercreatives.com/
