DryStep®: Growth Case Study
More new customers, with a lower blended customer acquisition cost. A same-date year-on-year snapshot of an already-growing brand during its partnership with Ecom Republic®.
The challenge
Build On What Was Already Working.
DryStep® came into the partnership with a product customers wanted and existing ads that were working. The next step was to turn the founders' product knowledge, footage and ideas into a more consistent flow of creative, without losing the strengths of the brand.
Ecom Republic® began working with DryStep® on 4 July 2026. Our focus was practical: develop and launch fresh creative, support product launches, and refine activity across Meta and Google.
About DryStep®
DryStep® is an Australian sock brand built around everyday performance, from work to the gym. Its range gives customers different lengths and styles for how they move through the day.
More Customers. Lower Blended CAC.
Across the reporting period, revenue was up 253% and new customers were up 250% year on year. Blended customer acquisition cost decreased by 2.7%.
The three results tell a connected story: a larger customer base and more revenue than the same period a year earlier, alongside a lower measured blended cost to acquire each new customer.
What The Comparison Does And Does Not Show.
Reporting period: 4 July–8 September 2026 versus 4 July–8 September 2025. The dates cover the partnership from its start through the latest completed reporting day, using the same calendar dates a year earlier rather than a selected launch week.
DryStep®'s year-on-year growth was already established before our partnership. Revenue during the partnership window was broadly in line with the preceding equal-length period. These results describe the business during our partnership; they do not isolate the impact of our work or attribute the full year-on-year increase to Ecom Republic®.
How We Measured It.
Revenue is Shopify net revenue: sales after discounts and returns, excluding GST and shipping. New customers are Shopify first-time customers during the reporting period. Blended CAC is total Meta and Google ad spend divided by those new customers.
Blended CAC is not channel-attributed or fully loaded: agency fees, creative production, influencer costs and other marketing overheads are excluded. All sources use Australia/Adelaide reporting dates. Percentages are rounded; results are historical and are not a forecast or guarantee.
The system
What we changed to make growth more repeatable.
Turn Founder Footage Into Fresh Creative.
We worked with DryStep®'s existing footage, ideas and successful angles to develop new ads around all-day comfort and everyday versatility. Creative included the twelve-hour sock test, Your Feet Deserve Better and Sock For Everything.
Fresh ads were launched in July while existing winning posts retained their social proof. The aim was to add new tests without discarding what customers already responded to.
Support The Quarter Sock Launch.
We supported the Quarter Sock launch with a VIP pre-sale followed by the public release. The work gave the new style a clear place in the advertising, alongside the established range.
DryStep® remained responsible for its website implementation, with Ecom Republic® contributing product-page recommendations and paid creative support.
Refine Meta And Google Together.
Alongside Meta creative testing, Google activity was refined and Performance Max assets and copy were developed. Media costs were assessed across both platforms rather than treating one platform's reported return as the whole business result.
Shopify provided the sales and customer measures for this case study, with spend taken directly from the advertising platforms. That keeps the reported customer growth and acquisition-cost calculation on a consistent basis.
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