Overview

REEF Australia, a leading footwear and surf lifestyle brand, aimed to boost its sales pipeline, improve distributor and retailer engagement, and streamline order management across Australia and key export markets. Partnering with a results-driven lead generation and marketing agency, REEF sought to generate quality leads and accelerate order conversion through targeted campaigns and technology enablement.

Campaign Objectives

• Increase qualified B2B leads from retailers, distributors, and online resellers.
• Enhance order volume and frequency through digital ordering tools.
• Strengthen brand visibility among surf and casual footwear buyers.
• Improve customer experience via automated order processing and stock visibility.

Strategy and Execution

• Implemented a multi-channel lead generation approach leveraging Meta Ads focused on lifestyle and retail segments, LinkedIn outreach targeting distributor decision-makers, and personalized email campaigns.
• Developed customer journey workflows prioritizing lead qualification and nurturing for B2B clients.
• Integrated digital ordering system linked with REEF’s inventory management enabling real-time product availability and 24/7 purchase capability.
• Created educational marketing content emphasizing product innovation and sustainable materials, appealing to eco-conscious retailers and buyers.

Key Metrics and Results (6-Month Campaign)

Customer Insights and Personas

• Retail Manager Emma:Seeks a hassle-free digital ordering interface combined with timely product updates. Looks for reliable supply and eco-friendly product options.
• Distributor Steve: Values bulk ordering, transparent stock levels, and predictive restocking alerts. Motivated by competitive margins and brand reputation.
• End-Consumer Chloe: Drives demand through preference for sustainability and innovative design. Marketing targets channel demand to retailers.

Strategic Growth Opportunities Identified

• Sustainability-Focused Campaigns:Leveraging eco-conscious product messaging as a differentiation angle in B2B lead generation.
• Tiered Pricing & Incentives: Introducing volume-based discounts and exclusive retailer programs to boost loyalty and repeat purchases.
• Technology-Driven Fulfillment: Expanding API integrations with logistics partners for faster delivery and real-time tracking.

Go-to-Market Recommendations

• Use messaging themes centered on “Sustainable Style Meets Seamless Ordering” and “Empowering Retailers with Real-Time Insights.”
• Prioritize Meta Ads for direct consumer influence and LinkedIn for distributor and retail decision-maker outreach.
• Accelerate trust-building through case studies demonstrating >2.5x lead growth and increased orders.
• Try early performance-based or pilot pricing models to reduce friction in onboarding new retail accounts.

Conclusion

REEF Australia’s lead generation campaign successfully fueled sales growth, doubling active retailers and increasing order volumes by over 160%. The integration of automated ordering and targeted multi-channel marketing enhanced customer experience and brand positioning. This case illustrates the effectiveness of combining sustainability messaging with technology-powered demand generation in competitive lifestyle retail markets.