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Book a free call →Green Gatherings is a Berlin-based startup making 100% biodegradable picnic supplies. Genuine product, clear sustainability mission — but no digital presence, no organic traffic, no email list, and no path from a curious visitor to a paying customer.
The brief: build a content marketing campaign that creates awareness, captures leads, and drives conversions — connected by research, not guesswork.
Competitor research across Greenbox, LEEF and Frenvi showed a consistent gap: everyone competed on eco-credentials, and nobody owned the emotional dimension. The opportunity was accessible sustainability — eco-conscious choices that feel fun and family-friendly, not preachy or expensive.
Married with two kids in Berlin. Values sustainability and family, but is time-poor and wary of eco-products that feel pricey or preachy. She wants sustainable choices that fit into a busy family life — not complicate it.
💡 Positioning insight: Anna wouldn't share an article about eco credentials. She'd share an article about fun things to do with her kids that happen to be eco-friendly. The frame matters as much as the message.
"5 Fun Picnic Ideas to Teach Kids Sustainability" — written for Anna, optimised around "eco picnic" and "biodegradable tableware." Published on WordPress with an embedded Mailchimp signup form.
Conversion-focused page for the launch kit — 30+ biodegradable items for €13. Hero image, product benefit icons, real testimonials, eco badges, and a single clear CTA.
Lead capture form in the blog feeding into a short automated email course: "Simple Steps to a Sustainable Picnic." Designed to build trust and move subscribers toward their first purchase.
Full tracking across blog and landing page — traffic sources, click-through rates, conversion events, and email signup rates.
Understanding Anna's values and daily life informed every creative decision — from the blog title to the landing page copy to email subject lines.
Brand voice and messaging stayed consistent across blog, landing page and email. That coherence is what makes a new brand feel trustworthy from day one.
Setting up Analytics and Mailchimp tracking from launch means every future decision is made on evidence — not gut feel.
We build content ecosystems where every piece compounds over time. Book a free call and let's talk about what that looks like for your business.
Book your free call →📋 This project was completed as part of a structured digital marketing programme. Green Gatherings is a fictional company created for the brief. All strategy, content creation, brand guidelines, tool setup and analytics integration were produced by our team.