KickAss Products achieves 85% faster content production and 217% traffic growth with Moby AI
KickAss Products is an Australian retailer specializing in off-grid adventure gear and 12-volt power solutions for camping and four-wheel drive enthusiasts. From power stations that keep beers cold during beach camping trips to complete dual battery systems for powering long stays off-grid, KickAss serves everyone from families seeking simple plug-and-play kits to experienced adventurers requiring heavy-duty equipment.
Operating primarily in Australia with growing international reach, KickAss has built a sophisticated omnichannel strategy that balances ecommerce with rapid retail expansion. The company now operates six stores across Australia with five more planned, requiring seamless coordination between their digital marketing, in-store experience, and content strategy across all customer touchpoints.
The marketing team at KickAss adopted Triple Whale in 2024 to gain better visibility across their growing operations.
Challenge
Two years ago, KickAss Products' blog strategy was practically non-existent. New posts appeared once every few months with no consistency or strategic direction. When Jenny Volich joined as copywriter, improving the blog became a top priority.
"Our blog strategy used to be non-existent. It was very ad hoc, very sporadic, and it didn't really have any kind of consistency." — Jenny Volich, Copywriter & Content Manager, KickAss Products
Even after increasing frequency to weekly posts, the approach remained reactive rather than strategic. Topics were chosen based on current weather ("how to make your 12-volt power system waterproof during wet weather") or common customer questions—valuable content, but without data backing the decisions.
The team faced several challenges:
- No way to measure which blog topics actually drove sales
- Limited understanding of which products would benefit most from content marketing
- Uncertainty about where to invest content creation resources
- Time-intensive process for producing technical content requiring engineering validation
For a lean marketing team managing retail expansion, ecommerce operations, and regular photoshoot productions, they needed a more efficient and strategic approach.
Solution
When their Triple Whale Customer Success Manager introduced Moby’s capabilities during training sessions in early 2025, Jenny saw an opportunity to transform KickAss's content strategy. The team accumulated roughly 100 blog posts by that point—enough data for meaningful analysis.
"I hadn't actually dove in and started using Moby before then. Our Customer Success Manager’s training sessions were what prompted me to use it more actively." — Jenny Volich, Copywriter & Content Manager, KickAss Products
What made Moby compelling wasn't just AI assistance, it was AI with access to KickAss's complete business context. Unlike generic tools requiring constant data uploads, Moby could analyze their entire blog performance history, connect content to sales outcomes, and understand their product catalog instantly.
Moby's been a springboard into a lot of that strategic thinking. We're no longer flying by the seat of our pants—we're making data-driven decisions about where to invest our content efforts.
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