Food2Soil is an innovative Australian bio-fertiliser brand dedicated to turning waste into wealth by providing high-performance, microbe-rich soil nutrition for the conscious gardener.
The Challenge
Drive high-margin e-commerce revenue for a bio-fertiliser brand by unifying fragmented digital touchpoints, optimising paid Meta campaigns, and aligning creative direction directly with leadership.
Key Actions
Strategy & Executive Alignment: Led regular strategy syncs with co-founders to align promotional calendars, web optimisations, and product bundle launches.
Creative Direction & Asset Production: Conceptualised, scripted, and edited high-converting video and static ad assets.
Meta Ads Operations: Configured and scaled top-of-funnel (TOF) and bundle campaigns, shifting budget dynamically into top-performing creative variations.
EDM & Lifecycle Automation: Executed targeted email marketing campaigns (including Green Friday promotional sequences) with 32%+ open rates to drive repeat orders.
The Impact
32.31 ROAS on Spring Bundles: Generated $8,213.74 in conversion value from just $254.25 ad spend at an average order value (AOV) of $821.
28.50 ROAS on Scaling Campaigns: Scaled top-of-funnel winning ads generating $6,701.35 in purchases on $235.14 spend.
Executive Praise for Creative Work: Recognised directly by Co-CEO Annabel Schweiger for concepting and producing top-performing video ad concepts ("thought it was spot on... your idea and creation").
