Repositioning a beloved brand for performance in a paid-first world

Saje had strong brand recognition, a loyal customer base, and retail presence across North America, but they were leaving performance on the table.

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Internal · Hold for approval

Per the case-study schedule, the Saje relationship is in a rebuild phase and this study is pending client approval. Included for internal review, remove this banner and confirm approval before any public launch.

The Challenge

What we were up against

Saje had the brand and the loyalty, but media efficiency had stalled, creative was underdelivering, and growth was coming at too high a cost.

The internal team had the vision. They needed a partner to drive velocity and rebuild the digital foundation.

What We Did

How we rebuilt the engine

Rebuilt the media engine

We restructured campaigns around customer behaviour, not product. Audiences were refined, KPIs were reset, and we created real feedback loops between media and creative.

Flipped the creative process

We moved away from polished assets toward lean, insight-led iterations. Instead of asking what looked good, we asked what performed.

Made every dollar work harder

Budgets were aligned to outcomes and spend was pushed toward the best return. Real-time changes helped reduce cost and lift return. We also navigated a site split from a single .com to separate .com and .ca properties while maintaining organic and paid performance, and built their paid-media reporting infrastructure.

The Results

In the first 90 days

+78%

lift in ROAS (spend held steady)

−41%

cost per acquisition

60%

faster creative cycles

new category, break-even <30 days

Why it worked

Saje didn't need more platforms or polished decks. They needed focus. Together we reset the foundation, clarified the message, tightened execution, and picked up speed.

Performance stopped being a report card. It became the mindset.

Creative testing dropped from 14 days to under 6. The ROAS lift held with spend steady, and a new product category reached break-even in under 30 days.

“The Hale team didn't just bring results. They brought clarity. Every conversation pushed us forward. They acted like an extension of our team.”

VP, Marketing, Saje

The next move is yours

Curious what Hale could do for you?

The fastest way to find out is a Performance Growth Audit, an honest read on what's actually holding growth back.