The Facts…
Our team's focus on delivering high-impact solutions that translate into tangible business results is what sets us apart; this was evident in the significant outcomes achieved for Mushrooms By The Sea.
29%
Increase in the online store conversion rate
-65%
Reduction in the average cost per sale of marketing campaigns
125%
Increase in online store sessions
193%
Increase in the average Return On Advertising Spend
Client Overview
Mushrooms By The Sea is a boutique mushroom farm located in Raglan, New Zealand. Their mission is to provide the highest quality and most delicious mushrooms possible while using sustainable and environmentally-friendly practices.
The farm offers a variety of mushrooms, including oyster, shiitake, and lion's mane, which are available for purchase at local farmers' markets and through their online store. Mushrooms By The Sea is committed to creating a positive impact in their community and offers workshops and educational programs to promote the benefits of mushroom cultivation.
Campaign Implementation
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Testing of a wider variety of ad types including video and carousel ads
Expand the brand’s reach using Google’s Performance Max campaign
Stronger call-to-actions present within the creative
Maximising sales potential over special events (Valentines Day/Black Friday etc)
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Utilising existing customer list persona’s to match to similar Facebook users
Strong remarketing audience targeting previous website visitors
Expanding the brand’s reach beyond Waikato
How it looked…
Challenges
Challenge One
There was very limited existing sales data available in the ad accounts or in Google Analytics to help make informed strategic and optimisation decisions when Vyne initially took over.
Challenge Two
There was a specific desire by the client to grow the brand which meant we had to balance an increase in reach and visibility online while still maintaining a strong Return On Investment.
Challenge Three
As the major player in the Waikato region, we were directed to help establish Mushrooms by the Sea as one of the leading mushroom grow kit suppliers throughout the whole country.
Solutions
Solution One
Our first priority was to set in place a complete tracking system to effectively view sales data in both the Facebook and Google Ads platforms and also Google Analytics. This has enabled us to get a complete picture of the return on investment for the client and the impact of the various marketing channels.
Solution Two
When we started, we noticed an immediate gap in the marketing strategy to take advantage of Google’s latest campaign type - Performance Max. This was a simple but effective way to expand the brand’s reach across more than just the Search and Shopping networks. The brand now has a presence across all of the Google channels including Display, YouTube and even Google Maps.
Solution Three
Once we knew we were confident in our tracking setup, we had all the data available to be able to scale our top performing campaigns nationally. By taking a methodical approach to scaling our digital marketing campaigns we were able to successfully expand the brand outside of just the Waikato region whilst maintaining a positive Return On Investment.
Sean Mills - Mushrooms By The Sea
