Aether Wellness
Digital strategy for a premium sauna brand selling Estonian-made indoor and outdoor ranges alongside custom commissions.
Sector
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Home wellness
Service
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Strategy & GTM
Year
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Client
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Aether Wellness
In brief
Aether Wellness sells the Tuli indoor and Lumi outdoor sauna ranges alongside custom commissions, with a brand-story page and an enquiry path for bespoke work.
The Challenge
Research showed Ferro's messaging was nearly identical to competitors, making paid campaigns expensive and inefficient. There was no shared internal language for what set the brand apart, so every new marketing push started without direction.
The Approach
Customer interviews and competitor research uncovered a genuinely different angle, which shaped new positioning, messaging, and visual direction. Sales and marketing teams received a shared reference guide to keep the new position consistent everywhere.
The Results
Lead quality improved immediately, with sales reporting stronger first calls. Acquisition costs dropped 28% as messaging finally connected with the right audience, and Ferro now leads conversation within its specific wellness niche.