RM Williams has linked up with Nest Commerce on a “strategic partnership to accelerate [its] global growth”. Nest, which described itself as the “human + AI marketing partner built for retail”, is helping the Australian boot brand drive growth and brand awareness in key markets, including the UK and Europe more widely, Australia and New Zealand. It already works with brands like Trinny London, Urban Outfitters and Hims.

The collaboration will see Nest Commerce manage RM Williams’ global paid search and paid social and creative optimisation across the regions, taking in Meta Platforms and Google. 

The partnership will focus on three key areas. Creative strategy & optimisation will use Nest’s creative services, including strategy, optimisation, and user-generated content (UGC) creation, to scale content that resonates with audiences in different regions.

And it will deploy a funnel-first strategy that builds brand awareness and demand in its emerging markets like the UK, while driving efficiency and repeat purchases in established markets like Australia and New Zealand.

Meanwhile its international scaling aim will see it leveraging Nest’s track record of helping brands expand globally while adapting to local market nuances.

Luke Jonas, CGO of Nest Commerce said: “RM Williams is a brand with a rich history and a reputation for craftsmanship. Our goal is to help them translate that brand equity into digital performance in new markets. Nest’s ‘Humans + AI’ approach fuses our retail expertise with our proprietary platform, Hummingbird, to deliver scalable, brand-safe creative that will drive growth.”

And Angela Winkle, chief customer officer at RM Williams, added: “We were impressed by Nest’s innovative approach and their understanding of our unique brand values, their best in class performance results and understanding of different markets was a key reason we are working with them. We look forward to working with them to achieve our goal of scaling globally.”