What they wanted
- Launch a brand-new product brand that aligned with parent company Pelagia’s guidelines and ethos.
- Build credibility in a technical category without jargon or hype.
- Create a website that clearly communicates product value and supports lead generation.
- Launch with confidence at Groundswell 2022, supported by clear collateral and a presence that looked established from day one.
- Get the foundations right so the brand could grow beyond the initial launch moment (content, proof points and a platform that could evolve).
What they really meant...
Sea2Soil was launching into a market where curiosity and scepticism coexist; regenerative audiences want alternatives, but they need proof, clarity and reassurance before they commit.
The challenge wasn’t just “launching a brand”; it was building a trust framework: a consistent story, supported by technical information, trial content and practical answers to real questions through consistent content, national and owned events.
Long-term, Sea2Soil needed an agile marketing partner who could evolve the website and content, and support evidence-based and seasonal/event priorities, keeping momentum beyond the initial launch window.
In practical terms, the relationship started with one focus: launching a new product-backed brand, under a fixed event deadline, with multiple stakeholders to align (including Pelagia). We had to balance pace with rigour; making Sea2Soil feel credible immediately, without losing the nuance of what makes fish hydrolysate different, and without overclaiming.
Once the brand and website were live, the work didn’t “finish”. This was just the beginning. As the market matured and Sea2Soil’s evidence base, messaging priorities and commercial focus evolved, the need became ongoing: educate, answer challenges positively, create clarity for new audiences, and keep improving the digital experience based on real user behaviour.
What we agreed to
- Brand development from the ground up (aligned with Pelagia).
- Launch website to support Groundswell 2022 and early lead capture.
- Event and marketing collateral development (roller banners, flyers, business cards, print advertising support).
- Ongoing retained support: website iterations, UX improvements, campaign landing pages, and an expanding content/resource bank to support discoverability and buyer confidence.
- Ongoing brand awareness growth through consistent, education-led storytelling; keeping Sea2Soil visible, credible and easy to understand in a technical category.
- Agile development and continuous optimisation: prioritised improvements, quick iterations and regular performance review to keep the site working harder over time.
So we got to work!
We began with deep research, competitor analysis, positioning, naming and visual territory exploration; to understand the landscape Sea2Soil would enter and the cues the audience would trust.
Stakeholder alignment was critical. We documented preferences and feedback from Sea2Soil and Pelagia as we went, ensuring the brand could stand on its own while still feeling connected to the parent organisation.
Post-launch, the work became intentionally agile. We’ve continued to evolve the site and content in response to audience behaviour, campaign needs and the most common questions/objections, building a platform that supports ongoing growth rather than a one-off launch moment.
Over the years, that agile rhythm has allowed Sea2Soil to keep expanding the story: not just “what the product is”, but why it matters, how it fits different farming contexts, and what proof sits behind any claims. As new industries and marketplaces become priorities, we adapt the messaging, content structure and user journeys accordingly, helping Sea2Soil educate new audiences without diluting the core proposition.
Key customer journey elements or features to highlight:
- Expanded Resources section to help users self-educate and build confidence.
- News & Articles with filtering/categorisation to make technical information easier to find.
- New content areas including Podcast, FAQs, Soil trials & testimonials, and Technical Information.
- Calendar section to support event season activity.
- Dedicated campaign/event landing pages for competitions, prize draws and paid/print advertising to support strategic user journeys.
Did it work?
Website/digital metrics:
- 21,327 website views (Jan 2023 – Apr 2026)
- 8m 12s average engagement time per active user (Jan 2023 – Apr 2026)
- 608 file downloads (Jan 2023 – Apr 2026)
- 452 form submissions (Jan 2023 – Apr 2026)
- Content performance signal (top pages by views): Organic Soil Improver (13,342 views), plus high engagement with Articles and Technical Information.
Impact:
- Higher-quality engagement: While overall views have, predictably, fluctuated over time, sustained and improving engagement rates suggest content is reaching a more qualified audience.
- Better-informed prospects: Downloads and long engagement times indicate visitors to the website are actively researching before making contact with the Sea2Soil team.
However, there were other benefits
Beyond the launch, our retained relationship has helped Sea2Soil stay consistent, responsive and confident, with a partner who can turn questions, campaign needs and seasonal priorities into high-quality outputs quickly.
Building an extensive resource and FAQs-style content bank has strengthened trust. In a technical category, the ability to educate clearly (without overselling) is as important as visibility, it’s what turns interest into action.
The website now works as a living platform: supporting events, campaigns, ongoing learning and product credibility, while staying aligned with Pelagia’s requirements and Sea2Soil’s evolving story.
Crucially, the retained relationship has enabled momentum. Rather than “big redesigns” every few years, Sea2Soil has benefited from steady, compounding improvements; the kind that build brand awareness, strengthen trust and keep the business ready to capture opportunity whenever new audiences, partnerships or routes to market open up.
