Our Work

Kelp & Co.

We know social enterprise startups because we own one! We founded Kelp & Co. in 2019 with the mission to reduce plastic waste by offering minimally packaged, plastic-free skincare. Using our digital know-how, we’ve been able to deliver strong month-on-month revenue and traffic growth for Kelp & Co. in a highly competitive industry with which we had no prior experience or expertise.

The business

Kelp & Co. is a natural, low waste skincare company, with only one hero product – a clay face mask. Trying to make a mark on the behemoth that is the skincare industry, was a daunting task, but one we felt compelled to give a red hot crack. Why? The sector is one of the biggest contributors to plastic waste & over-packaging globally. We were sick of the wastefulness and had a hunch that consumers were too. So we set out creating a low waste, minimally packaged and plastic-free product that not only makes your skin feel great but your conscious too.

We focused our efforts within one market to start – Australia, before deciding to enter other geographies. A smaller market like Australia, provided the perfect testing ground, allowing us to make mistakes and hone our messaging and approach, before rolling out more broadly.

The business

Kelp & Co. is a natural, low waste skincare company, with only one hero product – a clay face mask. Trying to make a mark on the behemoth that is the skincare industry, was a daunting task, but one we felt compelled to give a red hot crack. Why? The sector is one of the biggest contributors to plastic waste & over-packaging globally. We were sick of the wastefulness and had a hunch that consumers were too. So we set out creating a low waste, minimally packaged and plastic-free product that not only makes your skin feel great but your conscious too.

We focused our efforts within one market to start – Australia, before deciding to enter other geographies. A smaller market like Australia, provided the perfect testing ground, allowing us to make mistakes and hone our messaging and approach, before rolling out more broadly.

The product

An Australian made, vegan and cruelty-free, natural face mask, full of the good stuff, with none of the nasties. We then designed plastic-free packaging, opting for a durable glass jar and aluminium lid, both of which are endlessly recyclable without compromising any of their unique properties or quality. We ditched the traditional plastic labels, using one made from wood pulp, that included only the bare essentials. We rounded things off by popping it in a 100% recyclable box, which also doubles as the same box it is delivered in, reducing the need for unnecessary materials in the fulfilment process. While by no means a wasteless product, it was a marked improvement on most of the alternatives out there.

The product

An Australian made, vegan and cruelty-free, natural face mask, full of the good stuff, with none of the nasties. We then designed plastic-free packaging, opting for a durable glass jar and aluminium lid, both of which are endlessly recyclable without compromising any of their unique properties or quality. We ditched the traditional plastic labels, using one made from wood pulp, that included only the bare essentials. We rounded things off by popping it in a 100% recyclable box, which also doubles as the same box it is delivered in, reducing the need for unnecessary materials in the fulfilment process. While by no means a wasteless product, it was a marked improvement on most of the alternatives out there.

The mission

We are in the midst of a plastic crisis. Over 90% of the plastic ever made still exists in some form, with most plastic taking over millennia to fully breakdown. Every year, over 8 million tons of plastic enter the oceans, and by 2050, it is forecast that by weight there will be more plastic in the ocean than fish. With plastic production continuing to rise at an alarming rate, if we don’t make drastic changes now, it’ll be too late. Our mission is not only to develop viable plastic-free alternatives and product but to also educate and fix the current mess. Whilst we do our part as a business, we also choose to donate 5% of our profits to the Sea Bin Foundation, the Not-For-Profit arm of the Sea Bin Project – a revolutionary ocean cleaning technology created by two Aussie surfers.

The mission

We are in the midst of a plastic crisis. Over 90% of the plastic ever made still exists in some form, with most plastic taking over millennia to fully breakdown. Every year, over 8 million tons of plastic enter the oceans, and by 2050, it is forecast that by weight there will be more plastic in the ocean than fish. With plastic production continuing to rise at an alarming rate, if we don’t make drastic changes now, it’ll be too late. Our mission is not only to develop viable plastic-free alternatives and product but to also educate and fix the current mess. Whilst we do our part as a business, we also choose to donate 5% of our profits to the Sea Bin Foundation, the Not-For-Profit arm of the Sea Bin Project – a revolutionary ocean cleaning technology created by two Aussie surfers.

The digital strategy

Here are some of the digital programs we’ve initiated since launching the business.

The digital strategy

Here are some of the digital programs we’ve initiated since launching the business.

Website development

As an e-commerce business, our website is the core asset and our primary distribution channel. We, therefore, went about building a scalable site, which could not only generate leads but convert them (at an efficient rate). We also saw it as an important tool in telling our brand story and communicating our value proposition. Key actions included:

  • Sitemapping and user experience testing, ensuring a website that was easy to navigate, with as close to a frictionless path to purchase as possible
  • Optimising site performance and security, to not compromise conversion rate as we scaled
  • Integrating with several third-party applications, to automate and streamline a variety of business activities
  • Implementing a strong foundational CMS, allowing for additional products and pages to be added over time without the need for significant additional development

Website development

As an e-commerce business, our website is the core asset and our primary distribution channel. We, therefore, went about building a scalable site, which could not only generate leads but convert them (at an efficient rate). We also saw it as an important tool in telling our brand story and communicating our value proposition.

    Brand identity & design

    What’s a brand without an identity! As a premium product with a clear purpose, it was integral that we had a consistent and recognisable brand that stood out from the competition. We also needed to ensure that it was flexible enough to authentically slot into any channel we chose to roll the brand out on. Every touchpoint, whether that be an Instagram story or an email from the team, we saw as an opportunity to reinforce the Kelp & Co. brand and went to great lengths to create a suite of consistent assets for all channels.

    Brand identity & design

    What’s a brand without an identity! As a premium product with a clear purpose, it was integral that we had a consistent and recognisable brand that stood out from the competition. We also needed to ensure that it was flexible enough to authentically slot into any channel we chose to roll the brand out on. Every touchpoint, whether that be an Instagram story or an email from the team, we saw as an opportunity to reinforce the Kelp & Co. brand and went to great lengths to create a suite of consistent assets for all channels.

    Analytics & optimisation

    Our old mate Peter Drucker famously said: “if you can’t measure it, you can’t improve it.” And we couldn’t agree more. We started by ensuring our site and digital channels had the requisite tracking tools to determine what, how and when customers were interacting with our business. Armed with this information, we then sought about iterating and improving. Key actions included:

    • Increasing engagement rates on our social channels and our website
    • Improving our purchase conversion rate so that we were able to maximise the traffic that was already visiting the site
    • Growing spend per customer through bundling suggestions

    Analytics & optimisation

    Our old mate Peter Drucker famously said: “if you can’t measure it, you can’t improve it.” And we couldn’t agree more. We started by ensuring our site and digital channels had the requisite tracking tools to determine what, how and when customers were interacting with our business. Armed with this information, we then sought about iterating and improving.

      Copywriting & SEO

      Our tone of voice was an important pillar in executing a consistent, millennial-focused brand. We wanted to be message focused but not preachy, whilst also being able to have a bit of fun and be a little cheeky. We first developed a clear tone of voice guide, arming anyone in the business with what to say and how to say it no matter the channel. We then created all website pages, focusing on not only telling our brand story and proposition but ensuring it was optimised for search engines and long-tail organic discovery. We regularly created long-form blog posts with a focus on education, whilst keeping them fun and engaging (and of course SEO compliant).

      Copywriting & SEO

      Our tone of voice was an important pillar in executing a consistent, millennial-focused brand. We wanted to be message focused but not preachy, whilst also being able to have a bit of fun and be a little cheeky. We first developed a clear tone of voice guide, arming anyone in the business with what to say and how to say it no matter the channel. We then created all website pages, focusing on not only telling our brand story and proposition but ensuring it was optimised for search engines and long-tail organic discovery. We regularly created long-form blog posts with a focus on education, whilst keeping them fun and engaging (and of course SEO compliant).

      Influencer marketing

      With a visually different product, influencers were a key pillar in delivering brand content and impact. But brand awareness was not enough. As per our approach to social ads, we needed direct ROA to justify the effort. We developed a unique approach for scaling our influencer marketing activities, at its core focused on revenue sharing. Our strategy not only reduced our upfront costs, but it also drove reliable revenue as our influencers and the business was aligned on incentives (selling face masks).

      Influencer marketing

      With a visually different product, influencers were a key pillar in delivering brand content and impact. But brand awareness was not enough. As per our approach to social ads, we needed direct ROA to justify the effort. We developed a unique approach for scaling our influencer marketing activities, at its core focused on revenue sharing. Our strategy not only reduced our upfront costs, but it also drove reliable revenue as our influencers and the business was aligned on incentives (selling face masks).

      Social media management

      As a bootstrapped startup, as we started to market the business we focused our initial efforts on organic discovery through our content. We tested a variety of content approaches across Instagram, Facebook, Twitter, Snapchat, Pinterest, LinkedIn and TikTok. Our goal was to maximise content engagement whilst also ensuring that we were able to drive traffic to the website on the back of it. With a clear understanding of what worked on the various channels, we then set up systems to allow us to produce reliable results, whilst not requiring us to spend hundreds of hours on the various platforms.

      Social media management

      As a bootstrapped startup, as we started to market the business we focused our initial efforts on organic discovery through our content. We tested a variety of content approaches across Instagram, Facebook, Twitter, Snapchat, Pinterest, LinkedIn and TikTok. Our goal was to maximise content engagement whilst also ensuring that we were able to drive traffic to the website on the back of it. With a clear understanding of what worked on the various channels, we then set up systems to allow us to produce reliable results, whilst not requiring us to spend hundreds of hours on the various platforms.

      Paid social ads

      Organic growth through social media content was the core focus of the business’s early days, however, once we’d established a clear understanding of what our customers and people like them responded to, we then turned our attention to paid ads. With a strong performance focus, we sought to deliver a return on advertising (ROA) spend from day one. A series of low-cost experiments across Facebook, Instagram, Snapchat and TikTok gave us a clear understanding of ad spend economies and performance. We then doubled down on the channels and ads that produced the greatest number of sales. This was a repeatable strategy that consistently delivered ROA.

      Paid social ads

      Organic growth through social media content was the core focus of the business’s early days, however, once we’d established a clear understanding of what our customers and people like them responded to, we then turned our attention to paid ads. With a strong performance focus, we sought to deliver a return on advertising (ROA) spend from day one. A series of low-cost experiments across Facebook, Instagram, Snapchat and TikTok gave us a clear understanding of ad spend economies and performance. We then doubled down on the channels and ads that produced the greatest number of sales. This was a repeatable strategy that consistently delivered ROA.

      The results

      Having launched the business from a standing start in early 2019, with no existing audience or network to leverage, we’re proud of some of our small achievements to date. Using digital know-how only, we’ve delivered month-on-month revenue and traffic growth, a website conversion rate well above the industry average, and profitability by month three, which has sustained as we’ve scaled our advertising and growth efforts.

      We’ve also expanded from a single market to three, which now includes Singapore and the US. Surviving year one as a startup is often the biggest challenge and we’re on track to not just survive our first birthday, but to kick on to many more thereafter. A lot of hard work remains as we continue to roll out a slew of additional digital programs to grow the business. We’ll keep the updates coming on this page.

      The results

      Having launched the business from a standing start in early 2019, with no existing audience or network to leverage, we’re proud of some of our small achievements to date. Using digital know-how only, we’ve delivered month-on-month revenue and traffic growth, a website conversion rate well above the industry average, and profitability by month three, which has sustained as we’ve scaled our advertising and growth efforts.

      We’ve also expanded from a single market to three, which now includes Singapore and the US. Surviving year one as a startup is often the biggest challenge and we’re on track to not just survive our first birthday, but to kick on to many more thereafter. A lot of hard work remains as we continue to roll out a slew of additional digital programs to grow the business. We’ll keep the updates coming on this page.

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