Australian Outdoor Living appoints Shout as new national digital marketing agency
Australian Outdoor Living (AOL), a brand synonymous with transforming Australian backyards into year-round retreats, has appointed Shout as its national digital marketing agency – marking a significant step in the company’s growth strategy as it moves to consolidate and elevate its digital footprint.
The appointment follows a highly productive summer period during which AOL trialled external support to manage digital campaigns across its diverse product range. The move to engage external partners was driven by AOL’s ambition to unify and futureproof its marketing efforts, creating greater consistency and performance across all states and product categories.
“We’re at a pivotal stage,” said Jessica Townley, Marketing Director at Australian Outdoor Living. “After supporting more than 170,000 households in creating outdoor spaces to relax and entertain, it’s critical our digital strategy reflects the national scale of our business while remaining relevant to the unique needs of each local market.”
“Shout demonstrated a strong understanding of our vision – bringing agility, technical strength, and a thoughtful approach to the complexities of our business. As we continue to grow, having a dedicated partner to optimise our digital presence and performance is key.”
Shout will lead national digital advertising and SEO strategy, supporting AOL’s hero categories including outdoor blinds, outdoor kitchens, artificial grass, roller shutters and pergolas & decking. The agency also supported AOL through a major website migration during the transition.
“Helping Australians enjoy more of their homes is a purpose we’re proud to support,” said Matilda Toepfer (pictured above), Head of Growth at Shout.
“AOL is an ambitious, fast-paced business and we’re excited to work alongside them to unlock new opportunities as they continue to lead the market of backyard bliss.”
Over the past three months, Shout has focused on strengthening AOL’s digital foundations, including rebuilding campaign infrastructure across Facebook and Google to ensure greater performance and market responsiveness.
“This is about laying the groundwork for scale,” added Toepfer. “Our focus is firmly on optimising AOL’s digital channels to deliver greater reach, relevant messaging, and stronger results – now and into the future.”
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