Channels
The site & the inbox.
A four-year direct-to-consumer growth story — Shopify, eDM and affiliate marketing for a NZ organic products distributor (FMCG).
Channels
Natural Things imports and distributes organic and sustainable products in New Zealand, representing brands including Nutra Organics and Eco by Sonya. We led their direct-to-consumer strategy — designing, rebuilding and managing their Shopify × Unleashed website — alongside their B2B channel through a targeted, segmented eDM programme.
On a conservative media budget with only modest Google Ads spend, the bulk of D2C growth came from organic social, affiliate partnerships, community content and a steadily growing eDM programme.
For B2B, we worked with the sales team on targeted email campaigns — keeping every communication on-brand for each supplier while supporting wider distribution and sales goals.
Our work
Design collateral
Campaign results
Oct 2020 – Oct 2024
Avg YoY revenue growth
+28.6%
Subscribers
11,000+
Avg open rate
47%
Avg click rate
2%
Avg order value
NZ$90
12-month campaign — health & wellness creators
Creators
10
Total posts
46
Est. organic reach
46,500
Engagement rate
2%
Affiliate & community content
A 12-month affiliate programme put Natural Things in the hands of health and wellness creators — the user-generated content that drove the bulk of organic reach.
Brand evolution
Every product Natural Things stocks arrives with its own brand identity. The rebrand gave Natural Things a stronger voice of its own — one that speaks around those products and builds a loyal following around its ethos, rather than being drowned out by repurposed content.
Drawing on a library of supplier imagery, we built a content system that keeps the brand consistent and cohesive across social. With more editorial-style storytelling, the next step is to reinvigorate the community.
The B2B brand was shaped as a sibling to the aspirational, community-focused D2C brand — more product-driven and information-focused, with a visual aesthetic to match its industry audience.
The B2B Instagram feed leans informational, keeping sensitive details like wholesale pricing private. It gives suppliers and industry partners a place to follow product news and brand stories, blending repurposed D2C content with an industry tone.
More of our work
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