01
The challenge
For a synthetic-turf and installation-materials business, digital marketing had to become a repeatable source of demand rather than simply visibility. B2C buyers needed clarity about product choice, applications and installation. B2B activity needed to attract professionals and turn interest into commercial relationships.
02
Demand. Education. Conversion.
The strategy connected demand generation, customer education and conversion. B2B acquisition was organised to create recurring commercial opportunities. B2C work reduced uncertainty around an unfamiliar purchase through practical guidance and a clearer digital experience. A detailed installation guide, covering different surfaces and the full application process, was one tangible output.
03
The website as part of sales
End-to-end marketing leadership covered B2B and B2C direction, acquisition strategy, paid communication, brand communication and website development within the funnel. Website additions supported information, selection and the transition from interest to a commercial action. The portfolio reports paid-media ROAS within the one-year engagement.
Reported outcomes
- Return on ad spend
- 22.3×
- Paid activity · 2024 engagement
Measurement & scope notes
The reported return relates to paid activity during the 2024 engagement. The source does not give campaign-level dates, spend, attributed revenue or the attribution model. It is a ROAS result, not a profit margin or a before-and-after sales-growth percentage.
Project credits
Project developed by Marianthi Kreatsoula during her tenure at DayOne Growth Igniters, with full strategic ownership of the account.
Source: supplied Brand ID & Portfolio. Portfolio-reported results, not an independent audit.