Murf Electric Bikes Australia Case Study
Built for momentum.
Delivered it.
What a two-year full-stack retainer looks like when brand, growth, and retention work as one engine, not three separate briefs.
A strong product. An underdeveloped brand presence.
Murf Electric Bikes entered the Australian market with a product built for the lifestyle: coastal commuting, weekend adventures, and the space between. What they needed was a brand and marketing engine that matched that ambition.
Catalyst came in as the full marketing lead. Not just an agency executing tasks. A strategic partner with ownership over how Murf showed up, who it spoke to, and how it grew.
The brief: build brand equity, drive national reach, and turn traffic into revenue. Do it without diluting the premium positioning that made the product worth caring about.
Brand Strategy & Positioning
Defined how Murf sits in the Australian market: premium, lifestyle-native, distinct from the commodity e-bike category.
- Brand positioning and messaging framework
- Audience segmentation and personas
- Competitive differentiation
Paid & Organic Digital
Built and managed the full digital channel stack. Google Search as the primary acquisition engine, paid social layered for awareness and retargeting.
- Google Search, top revenue channel
- Facebook & Instagram paid (+348%)
- SEO and organic content
Email Marketing / Klaviyo
Built the retention and lifecycle engine from scratch. Full flow architecture across welcome, post-purchase, and winback.
- Full Klaviyo flow architecture
- +401% growth in email revenue
- Segmentation and personalisation
Community & Ambassadors
Built the ambassador programme that turned buyers into advocates, lifestyle-led, aligned to the right people and moments.
- Ambassador identification and onboarding
- Community-led content programme
- Event presence strategy
Website & Conversion
Owned the Shopify store strategy and UX, built to convert a considered, high-AOV customer who researches before buying.
- Shopify UX and product page optimisation
- Quiz funnel integration
- +182% add-to-cart improvement
Social Media & Content
Built and ran the organic social presence, Instagram primary. Lifestyle-led content to build brand pull year-round.
- Instagram content strategy
- Creative direction and shoot briefing
- Product launches and activations
The numbers tell one story. The context behind them tells another.
| Metric | Growth | Why it matters |
|---|---|---|
| Total Revenue | +108% | Revenue doubled across the engagement. In a high-AOV, considered-purchase category. Brand trust compounding. |
| Orders | +209% | Orders grew faster than revenue. Volume scaled efficiently and the buyer pipeline kept widening. |
| Sessions | +129% | 226K sessions. Organic, paid, and social working together to build national top-of-funnel reach. |
| Add-to-Cart Rate | +182% | The sharpest intent signal. A direct result of better UX, content, and audience matching. |
| Email Revenue | +401% | Klaviyo flows delivering returns most brands leave on the table entirely. |
| Returning Customer Rate | 38% | For an avg. $1,400+ AUD purchase, repeat behaviour signals genuine loyalty. |
| Facebook Sessions | +348% | Paid social rebuilt with audience strategy and creative aligned to the full purchase journey. |
| New Market: WA | 2nd | Western Australia moved to 2nd nationally for conversion. National reach, built deliberately. |
Google Search
Highest attributed revenue channel. Intent-led strategy capturing buyers already in market. Built to convert, not just drive traffic.
Email / Klaviyo
From a standing start to a full lifecycle engine. Welcome, post-purchase, winback. Built and managed through Catalyst.
Conversion Rate
Site-wide conversion improved across the engagement. Better audience targeting, stronger landing pages, and a more considered purchase journey working together.
Paid social rebuilt with audience strategy, creative direction, and campaign architecture across the full purchase journey.
Consistent lifestyle content built for brand, not just reach. Keeps Murf relevant between purchase moments.
Retail / POS
The Currumbin Road location grew as a physical brand touchpoint, experience extending into the local community.
Numbers are a signal. Brand is the reason those numbers are sustainable.
What changed beyond the metrics
Category positioning locked in.Murf now sits clearly as a premium lifestyle brand. Not a commodity e-bike. That distinction protects margin and attracts the right customer.
National market presence built.From a Gold Coast base to real traction in Sydney, Brisbane, Melbourne, and Perth. WA became the second-highest converting market.
Retention as a growth lever.A 38% returning customer rate in a high-AOV category means the brand has earned genuine loyalty. Not just first-time curiosity.
Mobile-first brand experience.75%+ of sessions on mobile. Every touchpoint built and tested for how real customers actually engage.
Community foundation in place.An ambassador programme and community-led content strategy that gives Murf a human presence paid spend can't replicate.
Still here. Still growing.
Murf is an ongoing retainer. Not a six-week project. These results came from consistent strategy, clear positioning, and a partner who took ownership of the brand the way a founding team would.
That's the only kind of engagement Catalyst takes on.
Ready to see what's possible?
Built by founders, for founders. We've sat on both sides of the table, and that's exactly why the work gets results.
