Van Morgen: bio bedding marketing revamp in 6 months

Company: Van Morgen

Sector: Bio wool bedding & locally produced bed/bath textiles

Stage: Established D2C company, under new management, ready for a rebrand and new ambitions

Challenge: Strong products, but dormant marketing approach and underused digital channels

Outcome: Clear GTM, new website, always‑on and multi-channel campaigns

Time to impact: ~6–9 months of GTM, marketing orchestration

The challenge

Van Morgen had a strong, planet‑positive product range but its commercial engine lagged behind the ambition of the new owner, with outdated GTM fundamentals and alue propositions and lack of marketing activities holding back growth in the Netherlands.

Fragmented marketing and an underperforming digital presence meant the brand needed clear GTM focus, digital momentum and a repeatable system to drive sustainable growth and impact.

The method

We partnered with Van Morgen using our 9-month sustainable marketing program. Combining go‑to‑market strategy, marketing, sales orchestration and sustainability guidance, structured like a “fitness program” for sustainability marketing:

1. Get the fundamentals right

GTM workshop.
Alignment of priorities and KPIs.

2. Plan for success

Clear marketing and sales strategy.
Refined value prop and benefits.
Core messaging and personas.

3. Get out there & do the work

Close involvement in the new website.
Launch of multiple multi‑channel campaigns, including thematic activations like “May Plastic Free”.
Creation and optimisation of SEO content.

4. Track, optimise & iterate

Continuous monitoring of campaigns and impact.
Iterative optimization.

5. Coaching & support

Guiding of internalization process.
Working with the owner on mapping, evaluating and renewing sustainability certifications, and embedding them into storytelling and proof.

The results

Van Morgen now has a modernised brand presence, structurally better campaigns and a measurable uplift in digital performance across channels.

A clear vision and plan: Including a GTM plan, defined ICP, a beachhead segment and a marketing plan.
Brand visibility and web traffic performance lift: Lots of visibility in their ICP. 361k people reached through socials, 240k impressions on search, 50%+ email open rates with current contacts. And a brand new website. With substantial increases in traffic.
Benchmark-beating campaigns: Multi-channel campaigns, resulting in high CTRs.
Revenue and conversion: A 78% lift in revenue the month after the site relaunch and a 105% increase in sales.
Sustainability messaging: Research and prioritize certifications and fact-based claims and benefits.
Countering seasonality: A summer campaign resulting in 328% more traffic vs the previous summer.