Digital marketing strategy

Client: 180 Nutrition

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.

Services rendered
  • Google Analytics audit
  • Digital strategy



Revenue increase


Average order value increase


eCommerce conversion rate increase

The challenge

180 Nutrition drives traffic to the website with organic video, email marketing and PPC (paid 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.

180 Nutrition Digital Marketing Strategy Client

The solution

We adopted a two-phase approach to creating 180 Nutrition’s digital strategy:

Phase I: We reviewed 180 Nutrition’s current channel strategy, identifying new opportunities for 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 2: Using insights from the review, we worked with agency partners to implement recommendations, creating a detailed channel optimisation playbook and facilitating a seamless transition to the new Bega team with recommendations for media budget allocation by channel.

The actionable digital strategy prioritised what 180 Nutrition needed to do in order to achieve growth goals. We identified a number of key areas of focus with practical strategies for email marketing, Facebook and Instagram Ads, YouTube Ads and PPC (Google Search, Shopping and Display Ads). We provided best practice guidelines on the best approach to optimise media spending and increase return on ad spend (ROAS) across multiple channels. Promotional offers were reviewed and streamlined for improved profitability.

The Digital Marketing strategy resulted in solid growth for 180 Nutrition in 2020. Revenue increased by 29.26% and the number of online transactions by 11.08%. The average order value increased by 16.37% and the e-commerce conversion rate by 10.57%.

“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

Learn how to build sustainable and scalable growth, for good.

Get in touch today