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Retail•E-Commerce · Social Media · Creatives · Photography · Paid Social
E-commerce, social media and creative campaign for a UK orthopaedic retailer
A retail-focused project combining e-commerce website work, social media marketing, creative assets, product photography and paid social for KIFIDIS UK.
Client · KIFIDIS UK
- E-Commerce Website
- Social Media Marketing
- Creatives
- Product Photography
- Paid Social
About the client
About KIFIDIS UK
Founded in 1919 as a leading manufacturer of orthopaedic materials, KIFIDIS is a well-established prosthetic clinic which has evolved to meet the demands of modern consumers.
The company produces anatomically correct orthopaedic slippers, first walker shoes, boots, sandals and cushioned insoles, sold through local retailers and available for purchase online.
- Industry
- Retail
- Services provided
- E-Commerce Website, Social Media Marketing, Creatives, Product Photography, Paid Social
Overview
Project overview
Founded in 1919 as a leading manufacturer of orthopaedic materials, KIFIDIS is a well-established prosthetic clinic that has evolved to meet the demands of modern consumers.
The company produces a range of orthopaedic products, slippers, first walker shoes, boots, sandals and cushioned insoles, sold through local retailers and available online.
KIFIDIS UK engaged Pineapple Digital Marketing to refresh its digital presence and support retail growth. The project covered the e-commerce website, social media marketing, creative assets, product photography and paid social campaigns.
The challenge
Where things were breaking down
As a long-standing brand with a strong heritage, KIFIDIS needed to make sure its digital presence matched the quality of its products. The main challenges included:
- E-commerce website did not fully reflect the product range or brand quality
- Social media presence lacked a consistent strategy and content rhythm
- Creative assets needed to be refreshed for a modern retail audience
- Product photography did not consistently show the products at their best
- Paid social activity was not structured or tracked against clear goals
- Messaging needed to balance heritage with appeal to modern consumers
The objective
Structured but simple
The goal was to create a cohesive digital presence that supports online sales and strengthens brand perception. Key priorities included:
- Improve the e-commerce website experience and product presentation
- Build a consistent social media strategy and content calendar
- Develop fresh creative assets that reflect the brand's quality
- Produce product photography that supports browsing and conversion
- Launch structured paid social campaigns to drive traffic and sales
- Create a unified look and feel across all digital channels
The approach
Building on a clean foundation
We started with a brand and digital audit, then prioritised the areas that would have the biggest impact on the customer experience and online visibility.
Preparation
The initial phase focused on understanding the brand, products and audience:
- Reviewed the existing website, social channels and creative assets
- Mapped the customer journey from discovery to purchase
- Defined a visual direction that respects the brand's heritage while feeling modern
- Created a content and campaign plan across organic and paid social
- Agreed product photography guidelines and shot list
Configuration
With the direction agreed, we built and refreshed the core assets and campaigns:
- Designed and developed an e-commerce website focused on the product range
- Created a social media strategy and content templates for regular posting
- Produced creative assets for campaigns, promotions and product launches
- Directed product photography to show comfort, quality and style
- Set up and managed paid social campaigns with clear targeting and tracking
- Aligned messaging across the website, social posts and ads
The work was designed to feel like one joined-up retail experience, whether a customer found the brand through search, social media or paid advertising.
The results
Immediate clarity and visibility
KIFIDIS UK now has a more cohesive digital presence across the retail funnel.
- An e-commerce website that presents the product range more clearly
- A consistent social media presence with regular, on-brand content
- Refreshed creative assets that can be used across campaigns and channels
- Product photography that better supports browsing and buying decisions
- Paid social campaigns with structured targeting and performance tracking
- A unified brand experience across website, social and paid channels
Deliverables
What we delivered
- E-commerce website design and development
- Social media marketing strategy and content
- Creative design assets for campaigns
- Product photography direction and styling
- Paid social campaign setup and management
- Brand consistency review across channels
- Performance reporting and optimisation
Services used
What was involved
Key takeaways
What this project taught us
- Heritage brands can modernise without losing their identity
- Product photography and creative consistency directly impact online conversion
- Social media works best when content is planned, not reactive
- Paid social needs clear goals and tracking to be effective
Need help with e-commerce, social media or creative assets?
If you need support with website design, social media, creative assets or paid social, feel free to get in touch.
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