🌍 INTERNATIONAL EXPANSION | OCT 2025
How to Succeed Globally as a Challenger Brand: Castlery
When entering new markets, businesses often face the challenge of going up against larger incumbents. The pressure usually leads challenger brands to base their expansion plans on common assumptions about what works — except that can actually limit their growth.
Brands like Castlery that break free from the status quo and use AI in their marketing are achieving profitable growth at scale. Learn how the premium furniture retailer from Singapore made significant breakthroughs in the U.S. and Australia.
⬆️ How Castlery’s Online Revenue Grew 200% by Converting Generic-Intent Shoppers
The common misconception: Converting generic-intent customers is inefficient, expensive, and time-consuming — because shoppers are less likely to discover and consider a challenger brand in a popular category with many established names.
The “open secret”: The Google AI-powered Performance Max campaign lets challenger brands efficiently convert customers with generic intent.
Discover how Castlery used Performance Max to revise its strategy and drive performance across both high-intent and generic-intent shoppers. → Find out more
📣 How Castlery Drove 10% Higher Conversions with Brand and Performance Campaigns
The common misconception: Brand-building campaigns, which create demand, are hard to measure and don’t deliver immediate impact.
The “open secret”: Research shows that a strong brand makes one’s performance more effective and efficient.
Learn how Castlery achieved both long-term brand impact and short-term performance results with YouTube campaigns. → Get the learnings
“Good marketing, like good design, demands constant evolution. With AI, every campaign can deliver more impact, with less guesswork.”
— Leah Howaston, VP of Marketing, Castlery
Source: Think with Google, Oct 2025
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