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Meta Ads: Under the HoodAuthor: Megan Winter
Welcome to Meta Ads: Under the Hood, the podcast where we explore what drives high-performing Facebook and Instagram ads. Your host, Megan Winter (who has over a decade of digital marketing experience, has mentored hundreds of business owners at The Facebook Ads Academy, and runs her own ads agency) is here to lift the hood on Facebook and Instagram ads. Each week Megan breaks down the mechanics of meta ads, unpacks real campaigns, and shares how she uses ads to drive results - and how you can do the same. Ready to take a look under the hood? Let's dive in! Language: en Genres: Business, Entrepreneurship, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Scale without selling out using meta ads - with Denise Dunn
Tuesday, 13 January, 2026
In this eye-opening episode of Meta Ads: Under The Hood, Megan Winter sits down with Denise, the founder of Slappa's Thongs, Australia's original arch-support thong brand. What began as a personal need during pregnancy has since evolved into a business that blends comfort, innovation, and unapologetic authenticity. Learn More About Working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads Denise shares the behind-the-scenes of building a brand with integrity. From navigating copycat competitors to walking away from the relentless sales cycle. You'll discover how strategic decisions around pricing, platform choice, and marketing authenticity have helped Slappa's thrive for over 15 years without compromising their values. Why eCommerce Entrepreneurs Should Listen By listening to this episode, eCommerce entrepreneurs will learn how to honour their brand's value while resisting the pressure to compete on price or scale unsustainably. Denise offers a transparent look at the practical and emotional journey of growing a product-based business with intention. From shifting mindsets around copycats to innovating with reverse pricing strategies, this episode is packed with grounded wisdom for any brand owner looking to grow profitably, sustainably, and authentically in the Meta ads space, and beyond. Key Takeaways Purpose-Led Product Innovation Slappa's was born out of a real need. Supportive, open footwear during pregnancy, and evolved into a truly unique product through smart design and manufacturing innovation. Being the Original Pays Off As the first Australian-designed arch-support thong using a one-piece closed-cell injection process, Slappa's owns its originality, and the moulds to prove it. Copycats as Compliments Denise shares the mindset shift that helped her see imitators not as threats, but as proof of Slappas' success and desirability. Realness as a Brand Differentiator From unpolished founder videos to direct DMs, Slappas thrives by being "real", a reflection of their Darwin roots and values-led approach. Rethinking Black Friday & Discount Culture After years of participating in sales cycles, Denise made the bold decision to opt out, highlighting how endless discounts train customers to wait for deals, not value. Reverse Pricing Strategy that Works Slappas launched a campaign where prices increased instead of dropping, driving urgency, conversions, and full-price sales with minimal ad spend. Meta Ads as the Core Platform Meta remains their most effective advertising channel, proving that a focused approach, paired with email and organic content, can outperform broader, scattered efforts. Scaling with Intention, Not External Pressure Denise made a conscious choice to stay small and self-funded, maintaining control while balancing business with family life. Links Slappas Thongs Website Final Thoughts This episode is a powerful reminder that you don't have to play by everyone else's rules to win in eCommerce. Slappa's has built a brand that lasts. Not because they followed the crowd, but because they followed their truth. Denise's story offers the kind of grounded inspiration and strategic insight that will resonate deeply with founders ready to do things differently.
