Revealing the Cards: How an Eco-Brand Grew on Social Media and Started Generating Sales Brand-performance case study: full-funnel strategy from brand awareness to online store traffic

A case study on how we helped the young eco-brand Binatec attract a conscious audience, boost brand awareness, and turn likes and views into online store visits, store traffic, and calls—using content, video, gamification, Google Maps, and a touch of that "eco-marketing magic".

In the context of the growing trend toward conscious consumption and environmental care, the company was interested in attracting an environmentally conscious audience and building a recognizable brand in the eco-friendly products niche. How did we achieve this? Read on.

Our client: Binatec Baltija, Riga, Latvia

Resources we worked with: binatec.net, Facebook and Instagram pages @binatecbaltija and @binatec_baltija, and Google Maps

Project period: March 2019 to August 2019

Our task:

The client had an eco-friendly brand of household chemicals and home goods. The product was high-quality, but faced:

• Low brand awareness in Riga and across Latvia;
• Insufficient traffic to digital channels (website, social media);
• Few touchpoints with the target eco-audience;
• Sporadic sales without systematic supporting communication.

Business goals of the project:

• Increase eco-brand awareness among residents of Riga and Latvia;
• Attract targeted traffic to the online store and social media shops;
• Generate measurable actions: visits from Google Maps, store visits, phone calls;
• Support sales of key eco-categories through content and advertising.

Our strategy: from brand to sales

We built a full-funnel communication flow: first, we explained who Binatec is and why its eco-format is beneficial to people, and then we carefully guided interested users to the store, website, and Google Maps business listing.

Core principles:

In fact, it was a brand-performance mix: content and trust generate demand, while advertising, social shops, and Google Maps help convert this demand into clicks and inquiries.

What we did at each stage of the funnel:

1. Content and communication language (top of the funnel)

   We took over management of the Facebook and Instagram pages, maintained the existing visual style, and began systematically filling them with sales-oriented and educational content in three languages.

   Each post solved two tasks simultaneously. It boosted the brand image with stories about the benefits of the eco-format, caring for the home, pets, and nature. At the same time, it drove action by linking to specific products in the online store and prompting users to click and browse the catalog. This way, the feed stopped being just a pretty storefront and turned into a gateway for sales. Below you can see examples of our work:

   

   

   

   

   

   

   

   

   
2. Gamification and engagement (interest and subscriptions)

   We regularly ran contests and interactive activities: raffling off eco-kits, asking users to share their habits and stories, and tag friends. You might ask, why did the brand need gamification?

   • Contests boosted reach and attracted new subscribers.
   • Invitations to pick up the prize at the office in the center of Riga created an offline touchpoint and built trust.

   Thus, gamification did not run merely for "fun", but served as a tool to grow the community around the brand. You can see examples of our work below:

3. We always emphasized trust and live communication with the audience, so we paid special attention to congratulating the contest winners. After the giveaways, we didn't just announce the names; we showed the winners, shared their emotions, and thanked all participants for their engagement. These congratulatory posts acted as a gentle loyalty tool: they strengthened the feeling of a "living" brand, demonstrated the transparency of the contests, and motivated subscribers to participate in future activities.
4. Video marketing and brand trust

   A distinct layer of our work was video. We prepared promotional and branding video content in Latvian, Russian, and English: showing the product in action, sharing Binatec's eco-friendly approach and values. From April 17 to May 14, 2019, video content on Facebook reached thousands of people and became an additional source of engagement and awareness (total post reach was 29,911 users, and video views reached 4,653).

5. We regularly congratulated our subscribers on holidays and important dates, maintaining a warm, positive dialogue around shared values rather than just the product. Such posts helped the brand remain active and visible between promotional campaigns, strengthening emotional loyalty to Binatec. Examples can be seen below:
6. Facebook Shop: from feed to products

   To simplify the journey from "liking a post" to "ready to buy", we set up a shop on the Facebook business page with direct links to the online store. The role of the Facebook Shop:

   • To serve as a bridge between the feed content and product cards on the website.
   • To increase organic traffic to the website via clicks from the feed and the "Shop" tab.
   • To support sales without aggressive promotional posts, using the familiar Facebook storefront format.

   Thus, Facebook transformed from a place "about posts" into an entry point for buying eco-products. The Facebook shop looked like this:
7. Instagram Shop: familiar shopping in the feed

   On Instagram, we configured a product showcase and linked posts to shop items, allowing users to make purchases within the familiar mobile interface. The role of the Instagram Shop:

   • To enable "shopping from the feed"—allowing users to see a product and instantly navigate to its detailed description.
   • To capture impulse demand stemming from visual content and stories.
   • To support organic sales and drive interest in the online store.
   Thanks to this, Instagram became not only a platform for visual eco-storytelling but also a part of the sales funnel. This is what Instagram looked like:
8. Targeted advertising (demand support)

   At the performance level, we regularly launched targeted advertising on Facebook and Instagram. The ads helped us reach new eco-audiences who hadn't seen our organic content yet. They also brought back warm audiences who had already interacted with the brand. Roughly speaking, content built interest, and advertising ensured we didn't lose those who were considering a purchase but hadn't clicked yet.
9. Google Maps and local organic traffic

   Not all audiences spend their time in social media feeds, so we created and optimized Binatec's listing on Google Maps (back then it was "Google My Business"). What we did: fully completed and optimized the profile for search: contacts, category, description, and photos. The result for the period from June 4 to June 24, 2019, was 102 profile views, 3 directions to the store, and 1 phone call—all of which was organic, non-paid traffic. See what the profile looked like on Google Maps:

   We actively published visual content and news. It looked like this:

   We always published news and products of the company with links to the online store to increase sales. It looked like this:

Results: what changed for the brand:

1. Over several months of the integrated brand-performance approach, we achieved measurable results: community growth - Facebook: from 3,020 to 5,000 followers. Instagram: from 1,500 to 2,255 followers.
2. Content, video, and gamification built awareness and trust in the eco-brand, while social shops, targeted ads, and Google Maps helped convert interest into traffic, visits, and phone calls.

3. We utilized video marketing to reach and engage audiences interested in watching or listening to content about the brand. Here is a screenshot of data from April 17 to May 14, 2019 on Facebook, showing growing statistics and interest in content. Although the posts reached 29,911 people and the video was viewed by 4,653 people, this is a solid result for our target region:

4. We did not limit ourselves to SMM but also captured the Google audience. Google Maps was of great help for local promotion. The screenshots show statistics from June 4 to June 24, 2019—a modest number of people, considering the holiday season and Līgo, but still: 102 views, 3 customers navigated to the store, and 1 person called the company. All of this was free, i.e., organic traffic:

Our methodology of integrated digital promotion with minimal advertising budgets helped build awareness and trust in the eco-brand through content, video, and gamification. Meanwhile, social media shops, targeted advertising, and Google Maps converted this interest into organic and paid website traffic, store visits, and phone calls, directly supporting the brand's sales.

Challenges and project limitations: The main limitation to conversion growth was the lack of a mobile-friendly version of the online store. According to Google Analytics, over 90% of visitors accessed the site via mobile devices, but making a purchase was objectively inconvenient: it was easier for those using tablets and PCs, which represented a very small share of the audience. Simply put: marketing brought in interested mobile users, but the technical side hindered demand monetization. The screenshot shows how the store looked on mobile devices:

Overall, this was an extremely interesting experience in eco-marketing. I would even say that a small kind of magic happened here. The magic of eco-marketing does not lie in loud slogans and astronomical budgets, but in genuine care for the audience and the environment. We were once again convinced that modern consumers respond well to an honest, authentic approach where real actions and values back up nice words. Our experience showed that substantial results can be achieved by combining content marketing, engaging activities, and transparent communication. Most importantly, we proved that eco-friendliness can be more than just a trend—it can be a business model that benefits everyone: customers, businesses, the planet, and frankly, brings a special vibe to the marketing agency.