Project · Manufacturing ·
Multi-Brand Kitchen Company
A full digital strategy across multiple kitchen brands, for both trade and retail customers. The work started with a competitive audit and customer research, covering search demand, competitor positioning, and purchase journeys across the two segments. From there came positioning frameworks, content plans, and channel priorities across Meta, Google, Pinterest, and SEO, a paid advertising structure with clear audience segmentation, and a phased implementation roadmap with KPIs for each channel and audience segment.
One strategy. Every brand, channel and audience.
The situation
Multiple kitchen brands under one company, selling to two audiences that behave nothing alike. Trade buyers and retail customers research differently, buy on different timelines and respond to different messages, and the marketing had been treating them as variations of one another.
The constraint
Brands within one company compete for the same budget and often the same search terms. Positioning each one distinctly mattered as much as the channel work, because without it the paid activity would have kept bidding against itself while looking like it was working.
What changed
One strategic direction across every brand, channel and audience, with the trade and retail journeys mapped separately and the channel priorities set from search demand rather than habit. The phased roadmap meant the plan could be delivered in order rather than all at once, which is usually the difference between a strategy that ships and one that gets absorbed.