Scale without selling out using meta ads - with Denise Dunn

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.

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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.

Check Denise out here: 

• 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.