Case Study: Enhancing Digital Marketing Strategies for Wicked Gummy Co.

Challenge

Despite having a solid product offering and some established digital campaigns, WGC faced challenges such as:

• Limited structured strategy across digital platforms.

• Low conversion rates despite decent website traffic.

• Inefficient use of organic and paid media opportunities.

• High competition in the health supplement market, particularly on Google and Facebook.

Solution

A strategic approach was developed with a focus on organic growth, paid media optimisation, and audience-specific creative solutions.

Key Initiatives

1. Organic Growth Strategies

• Content Prioritisation:

  • Leveraged Instagram Reels, as these outperformed static posts in engagement.

  • Focused on educational content, such as explaining ingredients or addressing customer pain points.

  • Improved presentation of customer reviews, creating visually appealing and shareable assets.

• Content Pillars:

  • Product Showcase: Highlighted key products in shoppable formats.

  • Education: Shared product benefits and industry insights to build trust.

  • Brand Storytelling: Offered behind-the-scenes content to humanise the brand.

• Influencer Partnerships:

  • Partnered with micro-influencers in niches like running and wellness. These collaborations included day-in-the-life content showcasing WGC products.

2. Paid Media Optimisation

• Google Ads:

  • Conducted detailed keyword research to identify high-volume, low-competition keywords.

  • Focused on targeting competitor brands like "Chewwies" to capture shared audiences.

• Facebook/Instagram Campaigns:

  • Implemented retargeting ads for website visitors and abandoned cart users.

  • Developed dynamic product ads tailored to user behaviour, such as showcasing previously viewed items.

  • Refreshed creative assets to align with each stage of the customer journey (Awareness, Consideration, Conversion).

• Performance Max Campaigns:

  • Expanded asset inputs to maximise testing and algorithmic optimisation.

3. Conversion Optimisation

• Enhanced abandoned cart campaigns with personalised messaging to re-engage potential buyers.

• Introduced automated retargeting ads, combining audience segmentation with tailored creative.

4. Creative Best Practices

• Refined creative assets for platform-specific requirements (e.g., 1x1, 4x5, 9x16 formats).

• Targeted messaging based on gender insights; ads were adjusted to resonate with the brand's predominantly female customer base.

Results

While some recommendations are ongoing, the following outcomes were achieved during the campaign:

1. Increased Engagement: Reels and educational content saw higher organic reach and engagement rates.

2. Improved Ad Efficiency: Dynamic ads and retargeting strategies resulted in better conversion rates without significant budget increases.

3. Stronger Brand Positioning: Content pillars and influencer collaborations enhanced brand credibility and visibility within key communities.

Conclusion

By addressing gaps in strategy and execution, Wicked Gummy Co. successfully restructured its digital marketing approach. The combination of targeted content, data-driven paid media strategies, and audience-specific creative assets positioned WGC for sustainable growth in a competitive market.