What It Took to Build a Brand Around One Brilliant Idea
Every business starts with an idea. At Lure, we're selective about the brands we work with because we believe good marketing starts with genuinely believing in that idea.
For Quipt, that was The Site Light: an LED lighting cable system designed to make temporary lighting on construction sites more practical.
It's the kind of product that makes you wonder why you haven't seen something like it before. But having a great product and building a successful brand around it are two very different things.
We've been working with Quipt since the beginning, on the ground from day one to help set up its digital presence, introduce the product to the right audiences and develop digital marketing strategies that could scale as the business did — now accommodating a growing product range and international expansion.
Here's how the different pieces came together.
BUILDING THE BRAND
Because Quipt was a startup, we were there from the identity-building stage. What a treat! When you're first launching a business, there's a lot riding on how you introduce yourself to the market.
Quipt’s identity is modern, distinctive and a little disruptive, challenging the way the industry thinks about everyday equipment. Brand positioning needed to feel at home in the construction space without coming across like your average building materials supplier.
Across all marketing comms, that meant messaging had to be practical, straightforward and confident while capturing the innovative, next-generation thinking behind the product.
When it came to crafting their tone of voice and content direction, our aim was to build something that tradies could relate to, but that also felt like a step forward from what they were used to seeing.
NOT YOUR AVERAGE TRADE TALK
First order of business was the copywriting across Quipt's website. Using information and documentation supplied by the client, we crafted messaging for the homepage, product descriptions, and all supporting landing pages.
The result is a website that speaks in Quipt’s distinct voice — one that belongs to a fed-up builder trying to shake an industry. It’s approachable and informative without getting caught up in technical jargon or the usual industry clichés.
But when it comes to e-commerce, your website needs to do more than just sound right: it needs to communicate why customers should buy, and provide the confidence they need to make a purchase.
We translated technical product specifications and data sheets into clear, tangible copy. The goal was to make the path from discovering the product to understanding its value and hitting ‘Add to Cart’ as straightforward as possible.
THE VISUALS TO MATCH
There's only so much you can communicate about a product through words and specifications. Seeing it in action makes a big difference, especially for a brand entering an already saturated market where consumers are set in their ways.
That's why content creation was a must before Quipt could effectively launch its products. Engaged for both videography and photography, our approach centred on showing off The Site Light’s features and benefits, including demonstrating it in real working environments.
Think a mix of polished product shots, video demos, and low-fi footage taken on the job for that site-tested proof. The result is a library of content that supports Quipt across multiple channels, including organic Instagram.
Our Meta Ads service also includes editing client-supplied assets. With a little guidance from us, the Quipt crew regularly capture iPhone content on worksites in between our scheduled shoots. You don’t have to be Scorcese to make good ads! We can turn your clips into ad creative that converts.
Most consumers increasingly resonate with authenticity, but with this crowd, that’s more true than ever. Tradies tend to appreciate the no-nonsense approach. Low-fi videos filmed on the job, real-world product demonstrations and genuine customer reviews give them something more convincing than a sales pitch: a chance to see the Site Light being used by people who actually work in the industry.
BRINGING QUIPT TO THE MASSES
What do you do once you have a valuable product with strong positioning in the market and the content to back it up? Spread the word.
Meta Ads have played a massively important role in introducing the Site Light to the market and generating online purchases. In the early days while SEO was still marinating, Meta was the biggest driver of Quipt’s sales.
Marketing a specialist construction product requires a different approach from advertising something with broad consumer appeal. Our strategy has involved testing different creative formats and messaging to understand what lands with our audience niches. We found that it’s proof over polish, and practical demonstrations over flashy production.
It's an ongoing process of testing and learning, especially as Quipt is less than 12 months old. But for the year to date, our Meta Ads campaigns have delivered more than 65O attributed purchases, with an average return on ad spend of 9.9x.
The best part? The impact has extended beyond direct-to-consumer sales. Through Meta Ads, Quipt also caught the attention of wholesalers. Their products are now distributed by some of Australia’s biggest electrical and trade retailers.
SEARCH VISIBILITY
There are hundreds of people who are Googling site lighting solutions. With SEO, we tell them that Quipt exists.
We've developed Quipt's SEO strategy around the questions, applications and problems that customers are actively searching for. The foundations were already in place with website copy optimised for keywords and search visibility. To build on that, we’re producing educational blog articles and additional landing pages every month, creating content clusters that target relevant search terms.
In the first 6 months of our SEO strategy, organic search traffic increased by 381%. Currently Quipt has page 1 rankings for search terms like temporary lighting for construction sites, led light strips powered by battery, lighting for builders wholesale, and portable construction lighting.
EQUIPT TO GROW
Quipt is an example of how much opportunity can exist around one well-considered product.
For us, being there from the beginning has meant building more than individual campaigns. It's been about developing the digital foundations that allow the brand to grow, with or without us.
One brilliant idea was the starting point. The range now includes more products, a wholesale network, and a US expansion slated for 2O27.
SERVICES PROVIDED:
Content creation for all digital touch-points
Website copywriting
Meta advertising strategy and management
Website SEO