Purely Superfoods came to us with a wide product offering of natural and vegan superfoods that were being sold through an outdated website. Our brief was to redesign their site and to create a supporting integrated marketing campaign that communicated their offering and increased their brand awareness, with the aim to drive traffic to the website, build relationships through generated brand advocacy and overall increase their revenue.
WEBSITE DESIGN & DEVELOPMENT BRAND STRATEGY INFLUENCER PARTNERSHIPS CONTENT CREATION
After immersing ourselves in the superfood trend and meeting with Purely Superfoods existing suppliers and visiting their factories, we learnt of the source to sale traceable journey that each product takes. We used this information to create a product profile on everything the brand stocked, giving complete transparency to customers which we felt was important for the brand.
We developed a content driven, responsive e-commerce store which informed, educated and inspired customers to join the Purely Superfoods world. Each product was accompanied by recipes, benefits and history. After launching the new Purely Superfoods site, the brand received their best month of sales with an increase by 45% on the average spend per order.
Photos of a brand’s packaging, raw products and examples of use has become expected by consumers and plays a huge part in the purchasing decision. We captured photos of all of Purely Superfoods branded packaging which replaced their digital mockups on the website and worked with recipe developers to create inspiring photo content and recipes that were published on the Purely Superfoods website and social media.
We selected influencers and content creators for product seeding who used Purely Superfoods in their posts and helped grow the brand’s following in online communities we had targeted in our strategy. This resulted in hundreds of customers using the #PurelySuperfoods tag for the first time and sharing their daily food and fitness posts with us which resulted in a huge amount of user generated content that we reposted on our channels.
To build on the brand awareness gained after launching, we sponsored events in the UK with branded tote bags containing samples of some of the brand’s most popular products. The sponsored events included Kayla Itsines’ popular #BBG community meet-ups and yoga retreats. We encourage user-generated content by sending recipe cards with all orders which were based on the products that each customer had received.