Roots in science. Reach in strategy.

Touchwood Mushrooms has been growing fungi long before mushrooms became a lifestyle trend.

For more than 50 years, the Upson family has led the way in WA’s mushroom industry, guided by mycologist Graham Upson’s half-century of expertise. Their organic powders and liquids are produced through a dual-extraction process that makes them among the most bioavailable on the market.

But while the product was thriving, their digital presence wasn’t keeping up. Paid campaigns weren’t reflecting the science or credibility that defined the business, and on-site customers looking for specific guidance – dosage, conditions, product comparisons – were left to navigate a traditional ecommerce experience on their own.

We rebuilt their paid media from the ground up. Across Meta and Google Ads, we led strategy, creative direction and campaign rollout – refining messaging around Touchwood’s scientific depth and designing creative that cuts through a crowded wellness category. Within the first full month, total sales increased by 35%. Paid advertising has since driven a 58.4% year-on-year sales lift.

To improve the on-site experience, we deployed Voodu.ai – our conversational AI product that replaces static navigation with real-time text and voice interaction. Visitors can now ask about specific health concerns, compare products and get dosage guidance instantly. Average order value has increased 18%, bounce rate has dropped to 32.1%, and purchases are being completed directly through Voodu conversations every month.

We also refined their organic presence, introducing a cleaner visual grid and consistent tone across social to strengthen credibility and engagement.