Orto

Client

Orto is Estonia’s oldest personal care and household chemicals brand, which has been in business since 1932. After decades in retail, the brand needed a new digital breath to reach a younger and more aware consumer and grow its sales outside traditional sales channels.

The challenge

Orto’s sales in retail chains had reached their ceiling – physical shelf space, limited promotional opportunities and retailers’ intermediated interaction with the end consumer no longer allowed for growth. In addition, the brand’s digital presence lacked a holistic system – the website was outdated, there was no direct channel to communicate with consumers and marketing activities were fragmented.

The company had a choice: remain dependent on retail sales or make a digital U-turn and build in-house e-commerce solution as an add-on.

Our strategy

Realist developed a step-by-step strategy focused on three objectives:

• Create an e-shop that reflects the brand values and sales opportunities,
• Increase brand visibility and credibility in digital channels; and
• Increase direct sales without the intermediary of retail chains.

We developed a new digital communication direction that highlighted Orto’s history of trustworthiness and the quality of its products, but allowed the brand to be present in new channels in a visually and strategically new way. We also devised an advertising strategy to increase brand awareness among younger audiences and conversion campaigns to support sales. To do this, we used Meta organic content creation, influencers as well as Google and Meta conversion campaigns on digital channels.

Timeline

As a first step, we carried out a market survey and audited today’s competitive environment. Based on this, we created a strategy for a new image both online and on social media channels.

We then created a completely new web environment from scratch, including an e-shop. The new UX solution focused on an easy shopping journey, mobile-friendliness and clear navigation between brands and product groups.

In addition, we introduced a conversion measurement system to track which campaigns, product categories and visuals drive the most sales. This allowed us to continue to better plan our activities and accurately measure marketing effectiveness. Finally, we launched digital marketing. We created Meta and Google Ads campaigns, which simultaneously supported both visibility and sales growth. Using A/B testing, we optimised advertising solutions and targeting combinations.

Results

• 45 000 € e-commerce sales turnover in the first year
• 48 000 visitors to the e-shop
• Sales growth 2.5% (across all channels)
• Average order of 7 products (vs 1-2 products in retail chains)
• Increasing export capacity. Orders also from the Finnish market.

Key takeaways

• E-commerce can also be an effective growth engine for traditional producers.
• For a small media investment, a significant turnover and visibility can be generated
• The direct consumer relationship in an online store boosts profitability and provides valuable data for product development.

Summary

Orto’s digital turnaround proved that even a brand with a 90-year history can compete successfully with young and flexible brands today – if done strategically, data-driven and creatively.