Fully integrated brand activation
In 2022 we partnered with Golden Bay Dolomite (GBD) to manage their rebranding and refreshed marketing approach. Central to the GBD brand repositioning was the creation of a new website, and key collateral along with replacing the previous ad-hoc press advertising with a fully integrated communications approach – print, online, and social media.
Our objectives were to increase brand awareness and drive consideration among Farmers for Golden Bay Dolomite.
Social media Facebook presence
We were able to implement a highly targeted (specific farmers) and activation (desired regions) marketing plan utilising social media platforms. The results from Facebook marketing hugely grew awareness with over a 600% increase in page likes. Innovative use of 30-sec product video clips resulted in 106,546 plays -proving to be popular.
CTR Benchmark – 0.9%
CPC Benchmark – $1.06
The power of videography in today’s market
In 2022 over Facebook 27 ads were run and the three below had the highest performance results.
- Video testimonial from farmer Corrigan had 692 link clicks through to the website which had a click-through rate of 3.73% well above the industry average of 0.9%.
- The top video ad was the video of Merv Solly. This had 41,554 views double the views of any other video posting.
Evolving to YouTube
We implemented a first for GBD a YouTube campaign which quickly proved to be valuable with consistent viewing across all ads and above our benchmark standards with 93,500 views. Sophisticated analytics of these ads are available that support clients in determining the best fit for their advertising spend.
Audience retention:
Ad #2 had the highest view rate of 37.93%
97% of people watched the first 5 seconds
52% were still watching at 10 seconds
40% of people watched the full 30 seconds
New look and feel website
The GBD website had a successful year as the destination of all digital advertising, over 10 months traffic increased by 2,842% and pageviews increased by 1,830% from the old website and the previous year (2021).
