The client needed a digital marketing approach that supported two brands within the same business, each serving a different audience. Vetlig sold directly to veterinary professionals, while Ice Aid targeted equestrian consumers, including riders and showjumping athletes. I developed and delivered a strategy tailored to each brand, leading the launch of Ice Aid as a dedicated e-commerce website and creating a distinct customer journey to support its direct-to-consumer sales model.
To give both brands a clearer and more consistent identity, I delivered a complete brand refresh, including logo design, colour palettes, social media content and brand copywriting. I restructured website layouts, navigation and content to improve usability and communicate each brand’s offering clearly. Alongside this, I managed the relationship with the website developer, addressed website stability issues and optimised the WooCommerce shopping experience. This included resolving Vetlig’s mobile basket display problems to make checkout smoother and more accessible.
To strengthen the brands’ Google search visibility in a competitive market, I built and implemented a keyword strategy across both websites, reviewing and refining website copy and updating meta titles , alt text and descriptions. I combined this with organic social media activity to increase brand awareness, generating over 10,000 organic Instagram profile views in one month, 30,000 within three months.
Developed a direct-to-consumer content strategy for an equine cooling and compression machine, translating technical information about its use on horses’ tendons into clear, accessible messaging. Conducted market research to understand its advantages over traditional ice boots and inform its positioning as a first-of-its-kind product.
Contacted 600 potential customers within the equestrian industry through Instagram to generate leads. Improved product imagery using AI and created consistent design templates to strengthen the brand’s visual identity.
Identified user-generated content and short-form Reels as the best-performing formats and used these insights to develop the following month’s content plan.
To help Ice Aid reach its equestrian audience, I established relationships with four prominent showjumping athletes through organic outreach and secured collaborations to promote the brand. Two collaborative posts generated a combined 40,000 views, alongside 30,000 profile views during the same week. Further collaborative content generated customer enquiries and supported international sales, including orders from the United States, Germany and South Africa. Instagram generated over 300 followers from 0 within the months working on the client project.
Through these services, I brought together branding, digital marketing, e-commerce improvements and athlete partnerships to address the client’s need for distinct brand identities, clearer customer journeys and greater visibility, building a stronger digital presence to support business growth.
