Challenge:
ilume is a new breed of dog food company. It was created by dog lovers who asked, 'How can we help our dogs live longer and better lives?' The answer was more than just food. It was true nutrition coupled with personalised feeding and health insights.
ilume was unknown to the industry and its target audience. With the business ready to launch, they needed the support of a strong performance-led marketing team to drive quality traffic and sales while building brand awareness within the category.
Solutions:
The Snapshot project un-earthed truths not known to the ilume business. The real-time data helped pivot ilume’s media, content and marketing strategy in the right direction. Through Experience and Action, SP Consulting developed a digital channel plan that launched the ilume brand to dog parents across Australia
Results:
- A 233% increase in brand keyword search volume.
- 2.5 million impressions.
- 54,000 in-market sessions.
- A 10% conversion rate.
- 2,470 custom order forms.
- 2,930 add to shopping carts.
