Published by Sue Johns-Chapman
Published Date 27.02.2025 
They say go big or go home — and at Blank Theory, we prefer the former. In our first-ever submission to the APAC Search Awards, we were shortlisted in not one, not two, but four categories. And to top it all off, we took home the Best Use of Social Media in a Search Campaign award for our transformative work with Machter Auto.
Not bad for our first rodeo, right?
The Campaign That Took Home Gold
Our winning campaign with Machter Auto wasn’t just about ads — it was about perception. Despite being a trusted name in the Australian automotive parts industry since 2002, Machter Auto was battling a public misconception: that their products were low-quality. We set out to rewrite that narrative.
Our strategy? High-quality video content that puts people first. We swapped out traditional product-driven messaging for dynamic, real-world storytelling that showcased customer experiences and the frustrations of using inferior products. The goal was simple: shift Machter Auto from a budget-conscious choice to a premium brand that car enthusiasts could trust.
And the results? Well, let’s just say the numbers speak for themselves:
- Social Media ROAS soared from 14.84x to 27.11x quarter-on-quarter.
- Click-through rates jumped by 78%, from 0.58% to 1.03%.
- Overall website revenue increased by 33.4% per quarter.
- Organic Search Revenue climbed 24%.
All of this happened in just five months — less than half the time we originally planned. When creativity meets strategy, great things happen.
A Word from the Judges
Writing about why Blank Theory deserved to win, the APAC judging panel said, “The campaign was built with great attention to detail, and it was clear a lot of thought went into its development…The video transformations were particularly noteworthy. We really appreciated the approach and insights that drove performance, and the production quality stood out as significantly improved.”
Why This Win Matters
Receiving this award isn’t just about the trophy (although, let’s be real, it looks great on the shelf). It’s a recognition of what we stand for at Blank Theory — smart strategies, bold creativity, and the ability to turn challenges into opportunities. It’s also proof that an agency’s impact isn’t measured by how long they’ve been around, but by the results they deliver.
“Winning an award and being shortlisted in multiple categories for our debut APAC Search Awards is a testament to Blank Theory’s exceptional team,” says Sam, our Managing Director. “Our experts continuously deliver outstanding results through their dedication and collaborative spirit. This recognition highlights our commitment to excellence and our passion for driving success for our clients.”
Taking the APAC Search Awards Plunge
Blank Theory isn’t an agency in its infancy — but our humble seven years still make us one of the new(er) kids on the block. Entering the APAC Search Awards for the first time was a bold move, but one we knew would push us to new heights. We chose these awards because they represent the best in the business, and we wanted to benchmark ourselves against the strongest players in the industry. The entry process was seamless, and the APAC Search Awards team made it a fantastic experience from start to finish. Their support, professionalism, and enthusiasm made the journey rewarding in itself.
Winning has already opened new doors, giving our team the confidence and recognition to take on even bigger challenges. If you’re a new agency thinking about entering — do it. The Search Awards community is an incredible space to learn, grow, and celebrate the best in digital marketing.
More to Come
This win fuels our drive to push the boundaries of what’s possible in digital marketing. It’s a celebration of our team’s talent, our clients’ trust, and the power of combining data, creativity, and strategic execution.
We’re just getting started. Ready to see what we can do for your brand? Let’s talk!
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