Scaling Multi-Brand Performance Without Increasing Spend

Tirlán needed to unify digital strategy across multiple brands with different audiences and goals. We streamlined performance, reduced waste, and unlocked growth across every division.

Client Overview & Challenge

Tirlán is a multi-division business spanning brands such as MyMilkMan, CountryLife, FarmLife, GAIN Pet, GAIN Equine, and Tirlán Ingredients. Each division operates with distinct audiences, commercial priorities and digital maturity levels.

The core challenge was to design a unified growth strategy that respected these differences while increasing efficiency, improving media performance and establishing consistent measurement across the full organisation.

With fragmented activity across Search, Social and Influencer channels, Tirlán needed a partner who could centralise insight, streamline budget allocation and lift performance without simply increasing spend.

Our Strategic Approach

Audience Understanding & Insight

We began by mapping audiences and digital journeys across all brands, using platform data, customer insights and category behaviour. This gave us a unified, comparable view of intent, conversion potential and content needs per business unit.

Full-Funnel Digital Strategy 

Our strategy aligned spend, creative and content across Paid Search, Paid Social and Influencer channels. We prioritised: 
– UGC as a performance lever, complementing the strong influencer ecosystem 
– Funnel-based media architecture to stabilise acquisition 
– Precision-built Google Ads structures to reduce waste and distinguish overlapping audiences

Creative & Content Strategy

Through testing, we identified that real, authentic UGC significantly increased efficiency and engagement. Influencers continued to play a brand-building role, while UGC became the primary conversion driver.

Data, Dashboards & Measurement

We built cross-channel dynamic dashboards that consolidated data from Google Ads, Meta and influencer partners into a single view. This enabled weekly optimisation, transparent reporting and clear benchmarking between divisions.

Multi-Stakeholder Collaboration

The account operated across Tirlán’s multiple internal teams and external agencies, including vendors and contractors, all working collaboratively to ensure seamless execution and performance optimisation across divisions.

What We Delivered

Introduced UGC creators across MyMilkman, FarmLife and GAIN Pet
Delivered optimised PPC structures for every brand
Consolidated reporting into a single data ecosystem
Reduced unnecessary media spend and redeployed budgets to high-performing areas 
Streamlined creative testing cycles across divisions

Impact & Measurable Results

Across July-October (vs previous year):

MyMilkman

Cost down 9%,
sign-ups up 20%

FarmLife

Cost down 32%, ROAS up 44%

CountryLife

Cost down 27%, ROAS up 29%

GAIN Pet

Influencer content generated 55% of all revenue

What Our Clients Say

“Partnering with Core Optimisation has been a positive step in our digital marketing journey. From the outset, the Core Optimisation team demonstrated a deep understanding of our business challenges, opportunities and brought strategic clarity to our digital approach.
 
Their proactive communication and commitment to digital performance have helped us unlock new levels of engagement and efficiency across our digital campaigns. Core feel like an extension of our team – agile, insightful and genuinely invested in our digital success.” 

Rob O’Keeffe, Head of Commercial Digital Transformation, Tirlán

How can we help?

Get in touch today to start your journey with Core Optimisation.

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