Alpha Tech B2C Launch Marketing

Project Overview

Alfa, a B2B Tech company specialising in smart home infrastructure, set out to launch a B2C product line featuring easy-to-install smart devices for homes without existing infrastructure. I supported this transition by developing and executing a content-led strategy that introduced the new offering, educated potential users, and built trust. The goal was to highlight product benefits, simplify perceived installation barriers, and drive consumer adoption through targeted, relatable content.

Challenge

While Alfa had a strong presence and reputation in the B2B market—providing smart home infrastructure to luxury developers—the company was largely unknown to individual consumers. Their previous marketing efforts focused solely on enterprise sales, leaving them without a clear strategy for entering the B2C space.

This new product line, designed for direct consumer use, faced several hurdles:

Low brand awareness among end users
Lack of market education around smart home benefits and what qualifies as a smart home
Entrenched B2C competitors with established brand equity
Consumer hesitation due to perceived complexity in setup and installation

To succeed in this new vertical, Alfa needed a shift in messaging, a consumer-focused marketing strategy, and content that could both build trust and reduce friction in the customer journey.

Strategy & Execution

To support Alfa’s B2C transition, I led the development and execution of a content-driven marketing strategy aimed at educating, building trust, and driving product adoption among everyday consumers.

Strategic Messaging & Content Planning
Crafted clear, benefit-led messaging to demystify smart home technology and highlight the ease of installation, compatibility with non-smart homes, and daily lifestyle advantages. We positioned the products as accessible and empowering—not just high-tech.
Educational & Trust-Building Content
Produced tutorial content, behind-the-scenes footage with customer service specialists, and walkthroughs of real installations to address concerns around setup and usability. These assets directly tackled customer hesitation, especially regarding installation challenges.
Testimonial Videos & Use Cases
Filmed and distributed testimonial videos showing real-life use cases and satisfied users. This humanised the product experience and built credibility with a new audience unfamiliar with Alfa.
CSR-Focused Campaigns
Integrated purpose-driven storytelling into our campaigns to enhance emotional engagement and differentiate Alfa from tech-centric competitors.
Content Ecosystem Design
Created content that covered the full customer journey—from need discovery and awareness, to decision-making and after-sales support. This included blog articles, social media posts, and promotional materials reflecting real usage scenarios.

Results & Impact

Increased website impressions and reach by +350K within the first 6 months.
Achieved a +28% rise in product page visits after launching testimonial and explainer content.
Boosted add-to-cart rate by +17% through educational videos addressing installation concerns.
Reduced customer support queries about installation by -24%, indicating clearer pre-purchase understanding.
Reached a 4.6% average engagement rate on smart-home content, exceeding industry benchmarks.
Strengthened market positioning as a consumer-friendly smart home solution through CSR-led messaging.

Skills I Applied
Content Strategy & Execution

Customer Insight & Pain Point Analysis

Testimonial & Educational Video Briefing

User Journey Design & Objection Handling

CSR Campaign Messaging

Cross-functional Stakeholder Collaboration

Performance Monitoring & Optimisation

Explore ZigZag Projects .

more projects