We knew from the outset this wasn’t just a media spend challenge. It was a brand-building challenge and one that required a structured approach across content, paid, and owned channels.
We launched Balterley’s presence on Instagram and Facebook, starting with a curated blend of existing product imagery and early-stage brand messaging. But more importantly, we brought in micro-influencers to build out the UGC library, not just for likes, but to establish the social proof needed to compete in a trust-driven category like kitchens.
We didn’t aim for vanity metrics. We focused on creating content that would earn attention, build credibility, and convert.
Recognising the planning-heavy nature of home improvement purchases, we introduced Pinterest as an organic channel, a space where users actively seek design inspiration. Without spending a penny on paid promotion, Pinterest contributed 3% of total revenue within five months.
It’s a small number, but a valuable one. It told us people weren’t just seeing the product. They were saving and investing in it.
With a tight £1.5k monthly ad budget, every pound had to pull its weight. The majority went into Meta shopping campaigns, targeting lower-funnel audiences. A smaller portion was directed toward awareness, helping introduce Balterley to the right audience segments.
We weren’t interested in overcomplicating the media plan. The goal was to drive performance and sales, not chase impressions.
Email became one of our strongest revenue channels.
Starting from scratch, we built a conversion-focused Welcome Flow that gave users a reason to sign up, then followed it with consistent, high-quality campaign sends. Offers, tips, and customer stories formed the backbone of our content plan. By the end of month five:
The active email list had grown to 3,000+ subscribers
Email marketing accounted for 30% of total revenue
Campaigns achieved strong engagement and repeat purchase behaviour
