⎯ Scroll Case Study — Outdoor & Adventure
Built from scratch. GRAYL had the product. We built the system that turned it into consistent, scalable growth across New Zealand and Australia.
Industry
Outdoor & Water Filtration
Markets
New Zealand & Australia
Scope
Full Digital — Built From Scratch
Partnership
Ongoing Retainer
⎯ The Brief
A world-class product. No digital presence. Time to fix that.
The Brand
GRAYL is a US-based outdoor brand making some of the most innovative water filtration products on the market. Trusted by hikers, travellers, and adventurers worldwide, the product genuinely solves a real problem clean water, anywhere, fast.
n New Zealand and Australia, the brand had strong product-market fit waiting to be unlocked. But there was no campaign structure, no email system, no database strategy, and no consistent digital presence to build from. The opportunity was significant, it just needed a system around it.
What We Were Brought In To Do
Nice Marketing was engaged to build GRAYL's digital marketing presence in NZ and AU from scratch. That meant starting with strategy understanding the product, the audience, and the commercial opportunity before building the paid media, email, and database infrastructure to execute against it.
No patching existing work. No inheriting bad habits. A clean build from the ground up, designed to compound over time.
⎯ What We Did
Zero to system. Built clean and built to last.
01
Campaign Structure — Built From Scratch
Started with nothing and built a full paid media campaign structure across Meta and Google audiences, creative, funnel logic, and bidding strategy all designed from the ground up with consistency and scalability in mind.
02
Paid Media — Meta & Google
Ongoing management of paid channels across NZ and AU, structured around what actually drives revenue, not just impressions. Regular testing and optimisation built into the process from day one.
03
Database Building
Built a qualified database of over 5,000 potential customers in a short timeframe using paid and organic strategies to attract the right audience, not just volume. People who actually want what GRAYL sells.
04
Email Flows & CRM
Built out email flows from scratch welcome sequences, post-purchase, abandoned browse, and campaign sends turning the growing database into an active retention and revenue channel.
05
Content & Creative Direction
Directing content strategy to ensure GRAYL shows up consistently across channels creative that communicates the product's genuine point of difference and builds trust with an outdoor audience that values authenticity.
06
Reporting & Optimisation
Clear reporting built around what matters commercially revenue, acquisition cost, email contribution, and database growth. Every decision grounded in data, every month getting sharper.
⎯ The Outcome
Record months, a growing database, and a system that compounds.
GRAYL hit record months during Black Friday and Cyber Monday the result of a campaign structure built months in advance, email sequences that were ready to fire, and a database of qualified buyers that had been growing all year.
From zero, we built consistency into every channel paid media is structured and accountable, email flows are active and generating revenue, and lead generation is up with over 5,000 qualified new contacts added to the database in a short timeframe.
The foundation is solid. The system is running. And it's only getting stronger.