Digital marketing strategies for startup success : a case study of Kairos

Abstract

In today’s competitive startup environment, effective digital marketing is crucial to overcome resource constraints, build brand awareness, and achieve growth. This study explores the digital marketing strategies that contributed to the success of Kairos’ "Ethereal" project, a Spanish startup initiative focused on creative social workshops. Using a qualitative case study approach, in-depth interviews were conducted with the owner, CEO, and lead marketer of Kairos. Thematic analysis revealed that Ethereal’s success was driven by the strategic application of Integrated Marketing Communications (IMC) and the PESO model, combined with emotional storytelling, viral marketing techniques, user-generated content (UGC), and relationship marketing practices. The findings show that consistency across channels, emotional resonance, community building, and agility in adapting to audience feedback were key to attracting and retaining customers. Ethereal effectively used viral content and social proof to increase organic growth without significant financial investment. In contrast to other Kairos projects, Ethereal kept a clear message, niche audience focus, and participatory branding approach, resulting in stronger engagement and customer loyalty. This study highlights that authenticity, emotional connection, and strategic use of shared and earned media are more effective for startup marketing than traditional paid approaches. The research contributes to business marketing literature by providing a practical framework for startups aiming to optimise digital marketing while facing resource constraints. Limitations of the study include the single case study design and reliance on internal stakeholder perspectives. Future research could expand by incorporating customer viewpoints and cross-industry comparisons to improve the findings’ validity.