After more than a decade as a sub-brand, Vacc-Safe decided to stand on its own. Flying Pigs helped launch it as a B2B brand with a new website, product hierarchy and SEO-first strategy designed to attract distributors, without competing against them. In it’s first year, the site delivered a 15,000%+ surge in new users, helped triple major distributor sales, and set the stage for national and international growth.

Vacc-Safe came to Flying Pigs with a very interesting brief: help turn a successful 11-year product line into a standalone B2B brand that distributors would trust, stock, and grow with. The new brand needed to attract major distributors, establish market authority, and give end-customers a clear source of truth for all products; without cannibalising the origin company that had carried sales of the product-line for more than a decade.

The challenge: delivering on that ask meant navigating a complex set of obstacles:

1. The new products were significantly more advanced than competitors, at the same price point. That level of innovation without any price increase associated risked sounding “too good to be true.”
2. The medical refrigeration sector is highly specialised, with customers needing precise product details to meet compliance requirements. Too much choice created decision fatigue, yet hiding detail risked withholding critical information .
3. SEO equity from the parent brand needed to not be effected or cannibalised, while also ensuring Vacc-Safe could carve out its own footprint in the market.
4. Most critically, the digital presence could not compete with distributors. It had to generate demand while deliberately handing sales to partners.

This wasn’t necessarily a normal website launch. It was the digital foundation for their new business model.

The solution was not a website in the conventional sense. It was the digital ‘base of operations’ to secure Vacc-Safe’s position in their online market. The approach balanced competing priorities: winning distributors without competing against them, guiding customers without overwhelming them, and establishing Vacc-Safe as the authoritative source in a market wary of change.

A product for every customer, without choice fatigue.

Vacc-Safe’s catalogue spans dozens of specialised products, each with compliance-critical details. Too much choice risked overwhelming buyers, while reducing information undermined the level of detail that medical products require. The way the catalogue had to be displayed made standard product plugins unusable, and a Javascript-only solution could have created a bigger problem: every product page would have become an SEO orphan.

So we built a custom filtering system from scratch. Each product line is presented in a simple, scannable card with a link to each product SKU, while a behind-the-scenes custom PHP framework connects all product SKUs to their unique attributes, allowing filtering through custom Javascript. Users can then apply filters for things like temperature range, storage volume, or power source and instantly see the exact product SKU that fits. If no SKU within a product line qualifies, the entire card disappears, keeping results clean and relevant.

The result is a catalogue that feels effortless to navigate while handling complex logic in the background. Customers get clarity, simplicity, and precision, whilst every product remains visible and crawlable to search engines.

Designing CRO around discovery

Since Vacc-Safe doesn’t sell directly, the site was never about online transactions. Instead, conversion was defined as helping users find the exact product that fit their needs, fast. Every touchpoint was designed to answer questions, reduce friction, and build confidence in the range. This ensured end customers saw Vacc-Safe as the source of truth, and distributors could trust that buyers came to them well-informed.

Turning discovery into distributor demand

Beyond usability, we used the site as a proactive marketing lever. Through targeted campaigns on LinkedIn and ads on industry-specific websites, we drove in-market medical professionals directly to the product catalogue. Customers could quickly identify their “perfect” solution, but they couldn’t buy from Vacc-Safe directly. Instead, they turned to their usual suppliers with requests for Vacc-Safe products.

This created deliberate bottom-up demand: end-customers pushed distributors to stock Vacc-Safe, accelerating adoption far faster than traditional top-down sales. It transformed the website from a product catalogue into a product adoption engine.

Establishing ongoing market authority

To ensure Vacc-Safe could grow without undermining the origin brand, we:

• Migrated and restructured B2B content from the origin brand with cross-domain canonicals, preserving rankings whilst making Vacc-Safe the primary domain for any B2B based content.
• Built new content targeted specifically to distributor needs, customer education and product nuances, avoiding unnecessary overlap on sales based pieces and rolling it out from launch onward.
• Engineered technical SEO into the build itself, ensuring crawlability, performance, and structured content from day one.

This approach meant search traffic didn’t just grow, it exploded. Climbing from near-zero to dominance in targeted key terms, all without compromising the origin company.

This also fed into the bottom-up demand strategy. When customers are looking for their perfect product, or solving a specific niche issue, they keep seeing “Vacc-Safe” as the answer.

Redefining the distributor model

Early monitoring revealed a challenge: customers were researching products on Vacc-Safe, then dropping off when redirected to distributors. To protect ROI and ensure leads translated into sales, we needed to rethink the traditional manufacturer–distributor handoff model.

Instead of viewing this as a third-party problem, we reconceptualised the issue, taking inspiration from aggregator models we’d seen succeed in other sectors we’ve worked with (insurance, solar, and travel). Leveraging our cross-industry digital expertise, we built a system where customers could register interest directly on Vacc-Safe, and their enquiry was automatically routed to the most relevant local distributor with available stock. This not only gave Vacc-Safe visibility over the sales funnel without competing against its resellers, it also delivered qualified leads straight to distributors. In effect, our CRO work for Vacc-Safe doubled as lead generation for their partners, strengthening relationships and making the brand more attractive to stock.

Tracking it all

The result was more than a functional website. It became the digital front-face of Vacc-Safe’s market expansion, with tracking infrastructure built in from the start to monitor behaviour, lead flow, and distributor engagement. This meant performance could be measured and refined in real time, ensuring the strategy delivered measurable results from day one.

• 3x the amount of major distributors in Australia, with expansion into New Zealand already planned for 2026.
• Website conversion rate for the product-line increased by more than 3x since moving to a dedicated brand.
• 15,340% increase in monthly clicks and 36,378% increase in impressions in 1 year since SEO launch.
• Source-of-truth product hub where 90% of users find essential info in under 15 seconds, with average sessions lasting nearly 4 minutes.
• A self-sustaining bottom-up demand pipeline where end customers now ask distributors for Vacc-Safe by name, flipping the sales dynamic in Vacc-Safe’s favour.
• Distributors receive directly qualified leads through Vacc-Safe’s system, strengthening sales oversight and making the brand more attractive to stock.

Why it matters

Launching a new B2B brand in a crowded, compliance-heavy industry usually takes years to gain traction. Flying Pigs and Vacc-Safe built a digital framework that delivered authority, demand, and distributor growth in its first year, without undermining the origin business or competing against the very partners needed for scale.

Where most would have seen conflicting priorities: SEO vs UX, customers vs distributors, innovation vs dependability, we turned them into reinforcing advantages.

The result is a model that not only grew
Vacc-Safe’s market share in Australia, but also laid the groundwork for international expansion.

Client: Vacc-Safe