Challenge. Only ~5% of Australian households actively compost, leaving the majority of food waste to landfill. Ecotub set out to change this with Australian-made products and a credible sustainability voice anchored by a nationally loved gardening personality. They needed a cohesive brand, a high-performing D2C site, and fit-for-purpose IT systems that could scale product lines, content, and a mission-driven community.

Solution. We translated the sustainability vision into a complete brand system and conversion-first site that foregrounded Australian design/manufacture, ambassador credibility, and clear proof points (e.g., two trees planted per sale, a carbon-neutral objective). We built for a content-led growth engine across TikTok/Instagram/YouTube and for product discovery spanning bins, aerators, raised beds, apparel, and tools—positioned to tap large, highly engaged gardening audiences.

Implementation. The web layer shipped as a mobile-first storefront with SEO-ready collections and rich PDPs (how-to content, bundles). We implemented inventory, order, and fulfilment workflows (barcoded pick/pack; low-stock/high-velocity alerts) and an analytics stack for attribution, testing, and retention. For marketing ops, we operationalised multi-platform programs and an influencer pipeline mapped to a ready-made audience footprint (e.g., handles with 90k–272k+ followers) and a plan to recruit “hundreds” of creators—amplifying education and demand.

Results & Targets. Post-launch, the brand and site unlocked higher qualified traffic, stronger mobile engagement, and cleaner ops (fewer mis-picks/WISMO). Performance tracks against Ecotub’s published north-stars: ~$4M revenue run-rate, 78% avg gross margin, $150 AOV, ~3× blended ROAS, ~7% conversion rate, and 32% returning customer rate—with US/EU expansion expected to accelerate growth. Sustainability KPIs include 2 trees planted per sale (target 60,000 trees in Year 1) and a carbon-neutral operation.