CASE STUDY

How Illusion Gas Log Fires Sparked Sales Performance

After spending the past 15 years building their brand, Illusion sought to reignite growth and modernise its market presence. Following a challenging retail period, the brand needed a sharper, data-led approach to drive showroom visits, boost website traffic, and reclaim its position as a trusted household name. Habitat M delivered a renewed strategy that combined audience insight, channel diversification, and continuous optimisation — sparking meaningful uplift in awareness, engagement, and sales.

The Challenge

Illusion Gas Log Fires is a legacy brand, well-known across Australia, now looking to expand its market share and strengthen its presence beyond current marketing initiatives. The focus was on attracting more people to its showrooms and website, while re-establishing the brand’s position after a challenging period in retail.

The task: modernise Illusion’s approach without losing its heritage — finding new audiences, new energy, and measurable growth opportunities in an evolving market.

Our Approach

Habitat M immersed itself in the Illusion business to deeply understand its objectives, market position, and customer behaviour. From there, we developed a measurable, multi-channel strategy designed to reach and engage both new and existing audiences.

Business immersion: We started from the inside out, aligning marketing goals with commercial outcomes.
Data-driven strategy: A mix of traditional and digital channels was structured to balance reach with relevance.
Continuous optimisation: Brand health was measured monthly, alongside weekly sales performance, allowing agile media decisions that improved campaign effectiveness and ROI over time.

Touchpoints

Our analysis revealed that Illusion’s previous media strategy was heavily weighted toward traditional channels, limiting digital engagement potential. By introducing a broader omni-channel approach - expanding from two to five active media channels - we connected Illusion with more audiences across YouTube, BVOD, display, and social, complementing existing traditional activity.

This diversification not only expanded reach but also improved message recall and audience engagement through sharper targeting and stronger creative execution.

The result was a modernised media ecosystem that delivered both scale and precision, ensuring Illusion was visible where it mattered most.

The Results

Within the first six months of activation, Illusion’s renewed media strategy delivered clear commercial impact and brand momentum:

7% uplift in sales revenue - driven by stronger media mix efficiency and increased showroom traffic
15% brand awareness (up 3% from baseline) - outperforming the competitor average of 12%
257% year-on-year increase in website traffic - reflecting significantly higher digital engagement and conversion activity.

I’ve worked with agencies for over 20 years, and Habitat M stands out as one of the best in the business. Their access to unbeatable market deals and exclusive campaign opportunities has consistently placed our brand in front of the right audience. They’re professional, proactive, and always go the extra mile to deliver results.

Chris Gannell, Sales Manager at Illusion Fires