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180 Nutrition

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Revenue Increase

%

Average Order Value

%

E-commerce Conversion Rate

%

Client

180 Nutrition is a natural health supplement company with a range of delicious whole food products for the whole family. Their products are available through retailers and online.
Bega – which owns iconic Australian brands including Vegemite, Big M, and Farmers Union – purchased a controlling stake in 180 Nutrition in 2019, in a strategic move into “active nutrition” as consumers become increasingly concerned about their health and wellness. It took full ownership in late 2020.

Website

https://180nutrition.com.au/

Industry

Retail

Services rendered

  • Google Analytics Audit
  • Digital Strategy

6Challenge

180 Nutrition drives traffic to their website with organic video, email marketing and PPC (paids ads on Social Media and Google Ads), but were unsure which channels were helping to influence or assist conversions at each stage of the customer journey. The team at maxemus were approached to deliver a comprehensive Digital Marketing Strategy across a range of digital channels to grow online revenue and profit.

Solution

maxemus Digital Marketing adopted a two-phase approach to creating 180 Nutrition’s digital strategy:

Phase I: We holistically assessed 180 Nutrition’s current channel management and optimisation approach, identifying new opportunities as well as good existing practices that should be strengthened and amplified by agency partners. Using a number of attribution models, maxemus Digital Marketing was able to clearly demonstrate the role of each channel at each stage of the customer journey.

Phase II: We turned insights from information gathered in Phase I into action, creating a detailed channel optimisation playbook to guide existing agencies and facilitate a seamless transition to the new Bega team. The attribution modelling conducted in Phase 1 supported recommendations for media budget allocation by channel.

The digital strategy recommendations outlined exactly what 180 Nutrition needed to do in order to achieve their growth goals. We identified a number of key areas of focus and provided growth strategies for email marketing, Facebook and Instagram Ads, Youtube Ads and PPC (Google Seach, Shopping and Display Ads). We provided guidelines on the best approach to optimise media spending and increase return on ad spend (ROAS) across multiple channels. We reviewed and streamlined promotional offers. Implementing the Digital Marketing strategy resulted in solid growth for 180 Nutrition in 2020. Revenue increased by 29.3% and the number of online transactions by 11.1%. The average order value increased by 16.4% and the e-commerce conversion rate by 10.6%.

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We really enjoy working with Celina and the maxemus team as they provide intelligent, strategic and actionable insights that create the foundation for us to achieve our goals.

Stuart Cooke
Co-Founder and Director
180 Nutrition

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