Seedlab - Kings Digital

Client:

Services:

Digital Design
Digital Marketing
Digital Strategy
Web Development

The Brief:

Seedlab Australia is an independent business program, supporting potential, new and current Woolworths suppliers to supply well and grow.

With over 6 years of shared success, Kings Digital partnered with Seedlab at pivotal stage in the program’s growth. Ready to grow beyond its Tasmanian roots and establish itself as a national program, Seedlab needed the digital infrastructure and brand presence to support that scale.

While the program itself delivered huge value, there was a clear need to build awareness, attract consistent applicants, and simplify how content and marketing were managed behind the scenes.

We were brought in to build and scale the Seedlab brand, creating a strong, cohesive digital presence, driving ongoing demand for program intakes, and reducing the internal workload tied to marketing and content. The challenge was to support rapid growth while keeping everything simple, scalable, and easy for both the team and program participants to navigate.

Website Development

We designed and developed a new Seedlab website to support its evolution into a national program, creating a clear, structured, and scalable digital experience.

The website was built to reflect the updated Australian-wide offering, while making it easy for potential applicants to understand the program, navigate key information, and apply with confidence.

With a large volume of educational content to manage, we focused on simplifying how content was organised and accessed, improving usability for both users and the internal team.

The result was a central hub that not only supports acquisition, but also reduces day-to-day management and sets a strong foundation for ongoing growth.

Website numbers

45k+ users

People were curious to know more.

222k+ organic impressions

Consistent visibility driven by genuine interest.

2.50% click-through-rate

Messaging that resonated with its audience.

Social media ads

We ran a highly targeted Meta ads strategy designed to drive consistent applicant volume across every intake.

We prioritised video-led creative and high-impact messaging over constant content churn, building campaigns that could be tested, refined, and scaled over time.

Across remarketing, traffic, conversion, and lead generation campaigns, Meta became the primary acquisition driver, consistently delivering over 50% of applicants per round.

With strong performance metrics and efficient cost per click, the strategy proved that paid media could do the heavy lifting, creating a reliable, scalable engine for growth without adding pressure to internal resources.

The numbers

1.8 million impressions

Yep, million.

367K+ reach

Growing awareness across every campaign touchpoint.

3.74% click-through-rate

Interest that translated into action.

1000s of applicants

Delivered from several rounds of ads.

Seedlab Hub

We developed a suite of custom platforms to support both the Seedlab team and its growing network of participants, turning what was once a content-heavy program into a streamlined, scalable ecosystem.

This included the Seedlab Hub: a custom-built platform designed for businesses to showcase their products directly to Woolworths category managers, complete with workflows, approvals, and revision systems.

To further enhance the experience, we built “Ask the Gardener,” an AI-powered agent trained on over 300 hours of expert content, allowing users to search, summarise, and receive tailored insights instantly.

Seedlab Academy

We also supported the evolution of Seedlab Academy: a portal for online digital learning and resources to support training, coaching and mentoring for the Seedlab program.

The Seedlab Academy improved how educational content is structured, delivered, and accessed as the program moved online.

This made content easier to navigate, supported remote participation, and enabled the program to grow across Australia and New Zealand.

Organic content & on-the-ground support

We have supported Seedlab with ongoing content creation and on-the-ground execution, ensuring the brand showed up consistently across every touchpoint.

This included producing program videos, ad creative, and social content, as well as developing training modules covering key areas like ecommerce, SEO, and paid media.

Beyond digital, we also provided hands-on support at major events and expos, capturing interviews, photography, and video content while helping bring the Seedlab experience to life in person.

This approach ensured a steady stream of high-quality, reusable content, while strengthening the connection between the program, its participants, and the wider industry.