Client Overview:

FIGURA is a niche brand catering to the growing market of hobbyists who are passionate about remote-controlled cars and model kits. The brand’s vision is to create a vibrant community of enthusiasts by providing high-quality products, expert advice, and a seamless online shopping experience. FIGURA approached Qallann Marketing Agency with nothing but an idea, seeking to turn their vision into a fully-fledged e-commerce brand that could connect with customers across Kenya and beyond.

The Solution:

Qallann Marketing Agency partnered with FIGURA to help bring the brand to life with a comprehensive approach that covered branding, web development, content creation, and digital strategy.

1. Branding & Positioning:
We began by crafting a distinctive brand identity that would resonate with FIGURA’s target audience of hobbyists:

• Brand Discovery: We facilitated in-depth brand discovery sessions with FIGURA’s founders to define their core values, unique selling propositions, and customer personas.
• Brand Guidelines: We developed detailed branding guidelines to ensure consistency across all touchpoints, including the logo, typography, color palette, and overall visual identity.
• Logo Design: FIGURA’s logo was designed to embody the precision, passion, and attention to detail that hobbyists value. The logo is sleek, modern, and bold, making it instantly recognizable to the target audience.

2. E-commerce Website Development & UX Design:
To bring FIGURA’s product range online, we designed and developed a full-fledged e-commerce platform using Odoo CMS:

• Website Development: We created a user-friendly, mobile-optimised website that allows hobbyists to browse, learn about, and purchase FIGURA’s products easily. The website was designed with a focus on user experience (UX), ensuring that customers can navigate effortlessly from product discovery to checkout.
• Product Pages & Categories: Each product page was designed with clear, high-quality images, comprehensive product descriptions, and customer reviews. The categories were logically organized to make it easy for customers to find what they were looking for.
• Payment Gateway Integration: We integrated secure payment gateways that provided a seamless checkout process, including multiple payment options to cater to the diverse customer base.
• Blog & Content Hub: We set up a blog section that serves as a resource hub for hobbyists, offering tutorials, product reviews, and tips on how to make the most out of FIGURA’s products.

3. Copywriting & Content Creation:
A critical element of FIGURA’s online success was its compelling content. We delivered:

• Website Copy: We wrote engaging, search-optimised copy for every page of the website, including the homepage, product pages, and “About Us” section. The copy spoke directly to FIGURA’s audience, combining expert insights with a friendly, approachable tone.
• Product Descriptions: Each product was accompanied by informative and persuasive product descriptions that highlighted key features and benefits, helping to convert browsers into buyers.
• Blog Content: We developed an ongoing content strategy and wrote blogs aimed at educating FIGURA’s audience on remote-controlled cars and model kits, while also building authority and trust within the niche market.

4. Fractional CMO Services:
FIGURA needed senior marketing leadership to drive their growth strategy, so we provided Fractional CMO services to guide their marketing efforts:

• Digital Marketing Strategy: We built a comprehensive digital marketing plan to increase brand awareness, drive traffic, and convert sales. This included content marketing, social media strategy, SEO, and paid advertising recommendations.
• Customer Persona Development: Using detailed market research, we created buyer personas that helped us understand FIGURA’s ideal customers, their buying habits, pain points, and preferences. This informed our marketing messaging and targeting.
• Ongoing Support & Strategy Refinement: We worked closely with FIGURA’s team to refine their marketing strategies as the brand grew, advising on new opportunities and guiding decision-making to ensure sustained growth.

5. SEO & Content Optimisation:
To improve FIGURA’s visibility and drive organic traffic, we implemented a robust SEO strategy:

• Technical SEO: The website was built with SEO best practices in mind, including fast load times, mobile optimisation, and clean URL structures.
• On-Page SEO: We optimised key pages and product descriptions with relevant keywords, meta descriptions, and alt tags to ensure FIGURA ranked well for relevant search terms.
• Content Marketing: With blog content and tutorials, we created opportunities for FIGURA to rank for niche hobby-related keywords, driving organic traffic from hobby enthusiasts searching for specific products or advice.

Results:

Our partnership with FIGURA resulted in the successful launch of a fully functional e-commerce brand, establishing a strong presence in the hobby market. Key outcomes include:

• Seamless Brand Launch: FIGURA successfully transitioned from an idea to a well-executed brand with a polished, professional online presence.
• Increased Traffic & Engagement: The blog and optimised product pages helped FIGURA rank for relevant search terms, driving more traffic to the website and boosting engagement with the brand’s content.
• Improved Conversions: The user-friendly website and optimised checkout process contributed to higher conversion rates, turning casual browsers into loyal customers.
• Effective Marketing Leadership: Our Fractional CMO services provided FIGURA with the marketing leadership they needed to stay focused on growth while executing a well-defined strategy.
• Optimised Customer Experience: The branding, e-commerce design, and content strategy created a cohesive and engaging customer journey, from the moment visitors landed on the site to the completion of their purchases.

Client Testimonial:

“The Qallann team took FIGURA from concept to reality in such a short time. They understood our vision and helped us create a brand that truly resonates with our audience. Our website is not only beautiful but functional and easy to manage. Their Fractional CMO support has been invaluable in helping us grow our brand. Qallann’s ability to streamline every step has made our launch a resounding success.” — FIGURA Founder.

Through our comprehensive services, FIGURA is now a flourishing e-commerce brand with a growing base of passionate hobbyists. Our ongoing support and strategic guidance have laid the foundation for their long-term success in the hobby market.