Balterley
Overview
A high-quality product with real potential, ready to build the presence to match it.
In April 2024, Balterley came to us with a clear goal, to grow ecommerce performance and build a stronger presence across social platforms.
A relatively new name in kitchen fixtures, Balterley offered a genuinely high-quality product line, including fireclay kitchen sinks and taps. The opportunity was to build the visibility, content and customer connection that would let that quality product scale.
Monthly sales were already consistent, giving the brand a solid PPC-led foundation to build profitable, diversified growth from, with a target to grow sales by 50% within a capped £1,500 monthly paid media budget.
ClientBalterley
SectorHome and Interiors
ServiceEccomerce Growth
ProcessEdge + GTA
Key Result12-month target hit in 5 months
~The Challenge~
A brand-building opportunity, not just a media spend one.
From the outset, this was a brand-building opportunity, one that called for a structured approach across content, paid and owned channels.
Balterley had the product to earn trust in a considered, planning-heavy category. The next step was building the presence, proof and discovery channels to let buyers find that trust for themselves, well before they ever reached the checkout.
What Edge Found
Kitchen buyers research and plan long before they ever click buy.
Kitchens sit in a trust-driven, considered category. Buyers plan, save inspiration and compare options over weeks or months before committing, which meant paid media alone could only ever tell part of the story.
The opportunity was to build credibility and inspiration into the journey early, through genuine customer content and discovery channels people already use to plan, so paid media could focus on the audiences closest to buying.
How GTA Activated It
Four connected workstreams, each built from what the Core revealed.
Laying the Foundations on Social
We launched Balterley’s presence on Instagram and Facebook, building on a curated mix of existing product imagery and early brand messaging. We brought in micro-influencers to build a genuine UGC library, creating the social proof needed to compete in a trust-driven category like kitchens, with every piece of content built to earn attention, build credibility and convert.
Expanding Discovery Channels
Recognising how much planning goes into home improvement purchases, we introduced Pinterest as an organic channel, a space where people actively search for design inspiration. Within five months, and without any paid promotion, Pinterest was contributing 3% of total revenue, a clear sign that people were saving the product and genuinely investing in it, not just browsing.
Paid Media, Done Properly
With a limited monthly budget, every pound was made to work hard. The majority went into Meta shopping campaigns targeting lower-funnel audiences ready to buy, with a smaller share building awareness and introducing Balterley to the right new audiences. The plan stayed simple and stayed focused on performance and sales.
Email Marketing That Performs
Email became one of the strongest revenue channels. Starting from scratch, we built a conversion-focused Welcome Flow that gave people a genuine reason to sign up, then followed it with consistent, high-quality campaigns built around offers, tips and customer stories. By month five, the active list had grown past 3,000 subscribers, and email was generating strong, repeatable revenue.
5 months
To surpass the original 12-month revenue target
30%
Of total revenue now driven by email marketing
14.3%
Of attributed revenue from Meta ads, on a capped £1,500 monthly budget
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