CASE STUDY

ITALGRASS

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From start-up to artificial garden grass specialist

Strategy, positioning and marketing to build a recognisable brand and turn a new market opportunity into growth.
We supported Italgrass from the birth of the brand to the construction of a marketing ecosystem aimed at both end consumers and the professional market of installers.

01THE CHALLENGE

Turning a market space into
an opportunity.

When Italgrass was born, the artificial grass market was fragmented: many competed on price, while quality, durability and residential specialisation remained undervalued. We identified a precise space: building a brand specialised in artificial grass for gardens, a reference both for those looking for a beautiful, low-maintenance lawn and for professionals looking for reliable products.

02THE STRATEGY

Not simply selling artificial
grass. Becoming the specialist.

From the analysis of the market, competitors and targets we defined Italgrass's brand positioning: becoming the reference point for artificial garden grass. On this direction we built naming, visual identity and the payoff “Il tuo prato su misura” (your made-to-measure lawn), developing the tools needed to make the positioning recognisable on the market, working on two audiences: end consumer and professional.

03THE ECOSYSTEM

From brand value to generating
new business opportunities.

The positioning was turned into an integrated ecosystem of brand, communication and marketing. Catalogues, website, photography and video built the identity, while Google Ads, social media and trade fairs worked on visibility and leads.
With MasterGrass, the project also extended to training, dedicated to installers for new skills and commercial opportunities.

04THE RESULTS

When marketing stops being
a cost and becomes growth.

In the period analysed, the strategy developed for Italgrass turned marketing activities into measurable results: qualified leads, high-value quotes and steady growth in digital visibility. At the same time, there was strong participation in the initiatives dedicated to the sales network, a sign of growing engagement. Numbers that confirm the direction taken.

Strategy becomes measurable.

45%

Conversion rate
Google Ads overall

26%

Conversion rate
Local campaigns

23,000+

Google Ads clicks

150

Installers at MasterGrass

Building a brand. Building a market.

An ongoing project in which strategy, creativity and performance work in the same direction. Do you have a similar challenge for your company?

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