Loving Earth is a Melbourne-based vegan organic chocolate company.
The objective
Achieve brand awareness and ongoing sales growth via close management of Loving Earth’s Marketing and Communications strategy over a four year period.
Services utilised:
- BRAND STRATEGY & MARKETING CONSULTATION
- MEDIA & ADVERTISING
- ECOMMERCE & VCOMMERCE
- CREATIVE CONTENT & COPY WRITING
- WEB DESIGN & DEVELOPMENT
The results
- Traffic – average increase in total site visitors of 252% each year from 2011 to 2015.
- Conversions – average increase in online sales of 201% each year from 2011 to 2015.
- Social Media – average increase in followers of 214% each year from 2011 to 2015.
The strategy
We developed a 360 degree online strategy, utilising new media and content marketing to constantly reposition the brand, situating it as a highly-regarded cutting edge presence in the quickly evolving online environment. This approach was so successful that our work was used as examples of Best Practice in courses on consumer behaviour, marketing and advertising at Griffith University, the University of Queensland and the University of Newcastle. The digital environment was key to the massive growth Loving Earth experienced, both in terms of direct sales results and through developing various channels:
- 15K+ newsletter subscribers
- 50K+ Facebook followers
- 160K+ Instagram followers
Our team of coders, designers, data analysts, social media experts and content marketers created a unified web presence unique to the needs of the Loving Earth community while developing the brand ID with innovative content & PR strategies.
We oversaw the development and roll out of a new website in June 2015 alongside multiple successful product launches, including a 2015 chocolate rebrand garnering over one million impressions and high regard across the industry.
Our unique approach was recognised in a 2014 Australian Organic Industry Leadership Award by the AO, Australia’s primary organic certification board: “Loving Earth achieved impressive sales for a company that has never paid for advertising and instead promotes itself through social media, racking up 100,000 Instagram followers.
