What they were up against.
A division of Cargill, Nutrena offers nutritional products for hobby farm owners and animal enthusiasts. The products are sold through agricultural retailers and managed at the local level, which had created significant brand differences across the country. Strong competition from Purina and other regional mills reinforced the need to develop a more succinct and differentiated brand position and to reflect the new brand positioning on the website and across all digital properties.
What we did to help.
We developed a new master brand strategy and revamped Nutrena’s brand architecture to drive stronger and more consistent affinity with retailers and consumers online. The new brand position led to a refresh of Nutrena’s website, including tablet and mobile versioning, social media creative and content, including Facebook, Instagram, Twitter, YouTube and blog pages, and video concepting and production. Yamamoto led the internal rollout of the new digital efforts to ensure early buy-in and engagement from the field.
What happened next.
Early results on digital campaigns show a 17% increase in page views, a 537% increase in blog traffic, a 115% increase in dealer locator traffic and a 54% increase in requests for specialized information, with substantial improvement in cost efficiencies across all metrics.