From premium product to premium marketing: How STRAREX accelerated ANYWAYdoors’ digital growth
Client
Year
Sector
Services
The Challenge
ANYWAYdoors is a Belgian design brand specializing in custom-made pivoting interior doors. As a pioneer since 1995, the brand built a strong reputation in the premium segment, but in 2023 it sought to scale its digital marketing, lead generation, and international campaigns with the help of STRAREX.
Although ANYWAYdoors already had a strong product and brand DNA, their digital marketing efforts had not yet reached the same level. Internal marketing efforts were difficult to scale, online performance tracking was incomplete, and many conversions were lost in partner networks.
Key challenges:
- Limited digital visibility in Belgium, the Netherlands, and Germany
- Insufficient insight into the full conversion journey (especially via partner networks)
- Unclear and unmeasurable ROI on marketing efforts
- No structured marketing funnel per target group (B2C & B2B)
Our solution
STRAREX rolled out an integrated marketing program, segmented by the three funnel stages: awareness, consideration, and conversion—with measurable actions per channel and target group.
6 key areas of approach:
- Developed buyer journeys & personas for private customers and architects (B2B)
- Launched full-funnel campaigns on Google, Meta & Pinterest, including remarketing
- Implemented conversion-focused flows around catalog downloads, appointment modules, and the door configurator
- Created high-performing content and copywriting showcasing USP’s like Belgian design, acoustics, and customization
- Set up data tracking and dashboards using GA4, pixel tracking, and conversion analysis
- Initiated ABM campaigns on LinkedIn targeting architects as a dedicated growth channel for B2B
The Result
Since the start of the collaboration, ANYWAYdoors has seen significant digital growth:
- +86% increase in quote requests via Google, with an average CPL of €27.02
- +64% growth in conversions from Meta campaigns, balancing awareness and lead generation
- +57% increase in branded search traffic
- Marketing-driven conversions rose from 27% to 45% of all quote requests
- Improved CTRs across Pinterest and Meta
- Clear increase in quality showroom visits, especially in the Massenhoven Flagship Store and new Concept Store in Wavre
- Regional data showed strong brand presence in Antwerp and growth potential in Ghent and Mechelen
The marketing strategy is now measurable, scalable, and data-driven—with a clear commercial impact on brand growth.
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