⎯ Case Study — Automotive & Outdoor Accessories
Meta wasn't generating leads We rebuilt it into a full-funnel platform that put qualified prospects directly into the hands of the sales team.
Industry
Marketing Strategy
Markets
New Zealand · Australia
Scope
Strategy to Execution
Partnership
Embedded Strategic Partner
⎯ The Brief
A strong product. A sales team ready to close. And a paid media channel that wasn't delivering either.
Where They Were
Utemaster builds premium ute accessories canopies, trays, and load-carrying solutions for tradies and outdoor enthusiasts across New Zealand and Australia. The product is premium, the audience is highly specific, and the sales process is considered customers research before they buy.
Meta advertising had been treated as an awareness tool. Content was explaining what the product does features, specs, what it looks like. It was reaching people, but not converting them. Leads weren't flowing through to the sales team in any meaningful, trackable way, and there was no clear line between ad spend and revenue.
What We Were Brought In To Do
Utemaster engaged Nice Marketing to rebuild their Meta advertising and reshape how content was being used to drive it. The goal wasn't more impressions it was qualified leads, directly into HubSpot, that the sales team could act on the same day.
Alongside that, we were asked to help launch Gearforce a new sub-brand within the Utemaster group building its paid media and content approach from the ground up, consistent with the wider brand family but with its own distinct identity.
⎯ What We Did
Rebuilt the funnel. Redirected the content. Wired it all to sales.
01
Full-Funnel Meta Strategy
Repositioned Meta from an awareness channel to a full-funnel lead generation platform. Built structured campaign architecture — awareness, consideration, and conversion so every dollar had a job and a measurable outcome tied to it.
02
Content Direction & Briefing
Shifted the content approach from product-led to problem-led. Instead of leading with what it does, we led with the problem it solves the hook is the pain point, the solution is the product. Briefed creative end-to-end to ensure every asset was built to perform in-feed, not just look good.
03
HubSpot Lead Integration
Built the connection between Meta lead forms and HubSpot so qualified leads flowed directly to the sales team in real time. No more lost enquiries, no manual follow-up lag prospects hit the CRM the moment they converted.
04
Audience & Targeting Build
Defined and built the audience architecture across both NZ and Australia layered targeting around trade, outdoor, and lifestyle segments. Custom audiences, lookalikes, and retargeting flows built around the full purchase consideration cycle.
05
Gearforce Sub-Brand Launch
Built the paid media and content strategy for the Gearforce launch from scratch — brand positioning, channel approach, and creative direction all established before a dollar was spent. Launched into market with a clear identity and a lead-generation engine ready to go from day one.
06
Reporting & Optimisation
Established clear performance baselines cost per lead, lead quality, and conversion rate from lead to sales conversation. Ongoing optimisation across creative, targeting, and campaign structure, with reporting that connected ad activity directly to pipeline outcomes.
⎯ The Outcome
Meta went from a cost centre to a lead engine — with a new brand launched on top of it.
The shift wasn't just in the numbers it was in how the business thinks about digital advertising. Meta is now a revenue-driving channel with a clear structure, measurable cost per lead, and a direct line into HubSpot so the sales team knows exactly who to call and when.
Content that leads with the problem, not the product performs. The creative approach we built with Utemaster is now the standard: show the pain, deliver the solution, earn the click. It's a framework that works across both Utemaster and Gearforce.
Gearforce launched with a platform, a positioning, and a paid media engine ready to scale not scrambled together after the fact. Two brands, one strategy, one system.