Digital marketing strategy
Client: 180 Nutrition
180 Nutrition (a Bega Group brand) is a leading natural health supplement company. Following a strategic move into "active nutrition," Australian corporate giant Bega (owner of iconic brands like Vegemite and Farmers Union) acquired 180 Nutrition, requiring a sophisticated digital approach to scale the brand's online direct-to-consumer revenue.
- Digital acquisition strategy
- Omnichannel media optimisation (Meta, Google Ads, YouTube)
- Data analytics & attribution modelling
- Media budget allocation & ROAS optimisation
29.26%
Increase in online revenue
16.37%
Average order value increase
10.57%
increase in digital conversion rates
The challenge
180 Nutrition was investing heavily in driving top-of-funnel traffic through organic video, email marketing, and paid media (Social and Google Ads). However, as the digital ecosystem grew, they lacked visibility into their multi-channel performance. They were unsure which specific digital touchpoints and channels were actually influencing conversions and driving action at each stage of the customer journey.
They engaged maxemus Digital Marketing to deliver a comprehensive, data-led Digital Marketing Strategy to track the entire funnel, optimise media spend, and grow online revenue during the sale of the company to Bega Group.
The solution
We adopted a two-phase approach to creating 180 Nutrition’s digital strategy:
We deployed a rigorous, data-first approach, applying advanced e-commerce acquisition tactics to build a highly scalable digital growth engine.
Pillar 1: Attribution Modelling & ‘Actionable Insights’ Before scaling media spend, we had to fix the data visibility. We conducted a comprehensive audit of their channel strategy and implemented robust attribution models. This allowed us to move beyond surface-level metrics and clearly demonstrate the exact role each digital channel played at every stage of the user journey—from initial brand awareness to final conversion.
Pillar 2: Omnichannel Acquisition Playbook Using these actionable data insights, we created a detailed channel optimisation playbook. We mapped out practical, integrated strategies across email marketing, Facebook and Instagram Ads, YouTube Ads, and PPC (Google Search, Shopping, and Display Ads). This ensured that every channel worked cohesively to push users down the funnel rather than operating in silos.
Pillar 3: ROAS & Profitability Optimisation We provided best-practice guidelines to the internal teams and agency partners on how to strategically allocate media budgets for maximum impact. By relentlessly focusing on increasing the Return on Ad Spend (ROAS) and streamlining promotional offers, we dramatically improved the profitability of their digital acquisition campaigns.
The Outcome
The implementation of this data-driven Digital Marketing strategy resulted in immediate, highly measurable growth. In 2020, total online revenue surged by 29.26%, while the overall e-commerce conversion rate improved by 10.57%. Furthermore, by optimising the user journey and promotional strategies, the average transaction value increased by 16.37%.
“We really enjoy working with Celina and the maxemus team as they provided intelligent, strategic and actionable insights that created the foundation for us to achieve our goals.”
Stuart Cooke
Co-Founder and Director
180 Nutrition
