Ella's Kitchen is a company that makes 100% organic baby food and is sold in supermarkets internationally. Launched in 2006 by Ella's Dad and entrepreneur, Paul Lindley, Ella’s Kitchen now has a 20% share of the UK baby food sector and a global turnover of $100m.
As a team we worked with Ella's Kitchen over a number of years and in that time delivered a suite of global websites and managed digital marketing activity to support the annual brand plans. This case study focuses on the brief to plan and execute the 'Ella's Friends Conversion Strategy' - we were set the challenge of harnessing all appropriate digital channels to grow the database of 'friends' (or subscribers) and to engage them with the Ella's Kitchen world online, to meet brand engagement and conversion targets.
This was a strategic partnership between Ella’s Kitchen and the Early Learning Centre and intended to drive sales penetration and data capture.
Our data acquisition strategy encompassed:
- Website evolution, including revised IA and content development
- Online marketing tactics such as PPC and SEO
- Consumer engagement via online campaigns in support of partner and on-pack promotions, for example the Hungry for Fun campaign.
The integrated on pack promotion offered 20% off merchandise in ELC stores. We executed the digital aspect of the campaign which consisted of a daily online competition to win £100 of toys, building awareness of the Ella's Kitchen and ELC partnership and encouraging sign ups to become "Ella's Friends".
The results we achieved were impressive and overall, acquisition results superseded expectations, hitting 150.5% of the target. 50% of all new friends acquired during the campaign period came via the website.
The three month 'Hungry for Fun' campaign delivered almost 13,000 entries and 89.9% of these were new subscribers.
And as a result of our SEO efforts, organic search traffic increased by a marked 56%, with conversions to the Friend registration page at 11% which is strong.