Hemp Farm
Hemp New Zealand is the largest hemp grower in New Zealand, and Hemp Farm® is its well-known food and supplement brand.
We provided
- Customer research
- Shopify website
- Paid social and search strategy
Credits
- The Author team
Hemp Farm® is vegan-certified, organic, nutritious and spray-free, with countless health and environmental benefits. Hemp NZ is passionate about sustainability and has been growing industrial hemp to supply industries with sustainable solutions since 2008.
Results
478%
Increase in brand impressions, first four months
544%
Increase in website traffic, first four months
360%
Increase in sales conversions, first four months
The challenge
Hemp NZ approached Author to support the relaunch of its retail brand, Hemp Farm. The existing website was not fit for purpose: it lacked the clear, easy-to-navigate experience the direct-to-consumer growth they were after needed. Because of its association with the cannabis plant, Hemp NZ had struggled to advertise on Meta and Google, and wanted a digital strategy that could use the awareness and traffic those platforms provide.
What they wanted
- A first-in-class website and an elevated brand and user experience, where wholesalers and retailers could easily learn about and buy from Hemp NZ.
- To keep the organic search traffic the team had spent years building.
- A digital strategy that would reach the audiences on Meta and Google.
How we approached it
We designed and ran interviews with ten of their best customers, by volume and by total spend. Those insights meant we deeply understood their customers and why they bought from Hemp NZ, and they shaped some immediate and long-term customer satisfaction planning, our messaging and a six-month digital marketing strategy.
We designed and developed a seamless, first-in-class Shopify website that kept the old site’s search rankings and its traffic, with separate logins, pricing and checkouts for wholesale and retail customers.
We devised a strategy and marketing funnel that used sub-domains and landing pages to bring traffic from Facebook and Google through to the website, where customers could explore, learn and buy. It met advertising standards and turned a past pitfall into a chance to educate unaware buyers and take them through to checkout, opening a previously untapped stream of customers.
“We engaged Author for two reasons: to devise a strategy to successfully advertise on Meta to grow our B2C revenue, something we hadn’t been able to do with Meta’s advertising restrictions, and to create a best-in-class ecommerce website and frictionless experience for both our retail and wholesale customers.
Author worked with me and the broader team to deliver a successful roadmap and outcomes for both. While a significantly improved brand and sales experience was top of mind, our business also has many complexities: advertising compliance, inventory integration, customer service requirements and hard-earned organic search traffic we wanted to keep.
Author worked through these with us to deliver qualitative and quantitative insights, a website that is a significant step up in design and function, and a proven way to use Meta as a traffic source for B2C revenue.
I would recommend them as a dynamic and highly competent team who were able to mould their best practices to fit the requirements of our business. Thank you, Author!”
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