B2C & B2B Product Marketing

Growth partnership

Product marketing


  • Website not driving growth
  • Poor customer experience
  • Ineffective marketing activity both B2C and B2B
  • No performance analytics to support decision making


  • Digital brand strategy plan and execution
  • E-commerce website design and develop
  • Performance strategy plan and execution


  • Website delivers B2C and B2B growth
  • 60% increase in online sales each year
  • Growth partnership, data-driven marketing

According to WFA’s MD, Craig Hannam, “Before we met Brilliant Digital, we had a simple website with lots of products in a bit of a jumble, with no clear message. Apart from getting an immediate feeling of being comfortable with the people we were talking to, Brilliant Digital’s approach gave us confidence. They spent a lot of time understanding our business and principles, getting a feel for who we are and how we operate. They used this information to create a hugely effective brand and website strategy. The results speak for themselves.”

Little girl drinking from bottle while on the shore

Website delivers

60% online sales growth

WFA’s previous digital brand was very technical and failed to address market concerns or take advantage of digital opportunities. Brilliant Digital provided a full-service branding and digital marketing solution. We used our product marketing knowledge and commercial mindset to develop an effective brand strategy.

Brand strategy considerations included:

  • Brand positioning (trade and consumer)
  • Brand extension and longevity
  • Brand differentiation
  • National market research and dynamics
  • Digital landscape
  • Competitor analysis

Digital branding execution included:

  • Brand purpose
  • Brand value proposition
  • Brand messaging
  • Brand voice
  • Logo design
  • Colour palette
  • Typography
  • Brand voice
  • Brand graphics
  • Brand assets
  • Brand guidelines

The new brand allows the product portfolio to reach channel performance goals and drastically reduces the volume of customer service phone calls. Online sales increase 60% every year.

70% annual growth

in organic traffic

Brilliant Digital delivered fit-for-purpose e-commerce and trade websites thanks to our deep understanding of all the elements involved in a successful project. Existing brand and data insights, a commercial mindset, a deep understanding of SEO and the technical requirements of WFA were essential drivers.

Inline water filter products

E-commerce website development included:

  • E-commerce website execution plan
  • E-commerce website structure
  • E-commerce website design
  • E-commerce UX/UI design
  • E-commerce website development
  • Zoho integration
  • E-commerce SEO
  • Copywriting
  • Photography
  • Video production
  • Data entry
  • E-commerce website hosting
  • Website maintenance

The website has delivered 60% year on year growth in online revenue and 70% annual organic traffic growth. According to Craig, “When people call us, we can refer them to the website – having all the information there makes it easier for our staff. The SEO articles that are more lifestyle-related add to the whole equation. The content writing arm of Brilliant Digital, the storytelling, is second to none.”


performance strategy

Brilliant Digital then planned and continues to execute an effective marketing strategy with every activity strategised based on data insights to deliver the best possible return on investment for WFA.

Digital marketing execution includes:

  • Marketing strategy
  • Performance plan
  • Content strategy and copywriting
  • Search engine optimisation (SEO)
  • Search engine marketing (SEM)
  • Social media management (SMM)
  • Electronic database marketing (EDM)
  • Photography
  • Videography
  • Data analysis, reporting and strategy
  • Website hosting and maintenance

Craig explains: “Brilliant Digital didn’t rush into explaining the benefits of digital marketing to us until they knew our business. Once they had a good understanding, we discussed all the different avenues. For me, it is vital to understand where we are getting a return on investment.

The wonderful thing about digital marketing is the ability to analyse the different sectors of your strategy to determine whether it’s worth the investment. It was good to understand where we were getting a return on the revenue we were putting in.

We have a great partnership with Brilliant Digital – they explain what’s working and what’s not and give us an understanding of where we need to invest our time and money.”


When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website, it was about having a philosophy. The results confirm this was the right approach. 

Hugh Edmunds
Edcon Steel

I would recommend Brilliant Digital as a digital marketing agency to my peers because they truly understand how to use data to get results in the B2B space.

Martin Wyllie
Pilot Air

As a result of the brand and SEO strategy, enquiries are in and around our core competencies and drive the sort of work that we want. 

Alan Lipman
Romar Engineering

For me, it is vital to understand where we are getting a return on investment. We have a great partnership with Brilliant Digital – they explain the numbers so we understand what’s working and what’s not. We can then decide where we need to invest our time and money.

Craig Hannam
Water Filters Australia

The leads that come from the website are warmed up and ready to do business – this massively reduces the time we spend pitching to new prospects.

Marius Fourie
North Advisory


We are a full-service digital marketing agency offering
strategies that skyrocket your success, websites that WOW, content that converts and paid media that performs.

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