Bringing Honey to Life:
Leveraging Original Content to Drive Sales
Strategy
Branding
Marketing
Social Media
Design
Photography
Objective
On behalf of Heavenly Organics, Pure Strategic sought to deepen the company’s inventory of reusable digital content, broaden their social media reach, and increase the overall purchase frequency of their raw honey products.
DISCOVERY
Pure Strategic deduced that the barriers for purchasing and using raw honey included the perceived inaccessibility of the product, largely due to the customers’ lack of knowledge around the daily uses of raw honey both inside and outside the kitchen. Heavenly Organics also lacked both one-time and reusable digital content for their raw honey products across both their website and social media platforms.
STRATEGY
With the existing knowledge of identified personas, Pure Strategic created sizable space on the Heavenly Organics website for featuring both unique and traditional recipes utilizing their three different varieties of raw honey. We crafted original content designed to drive brand awareness and promote product offers through Heavenly Organics email and social media channels. In creating more recipes and reusable content for the Heavenly Organics blog, we also aimed to establish an ever-growing catalog of product showcases for present and future use.
Tactical
- Identified recipes that both appealed to personas and illustrated the uses of raw honey
- Conducted trials of recipes to ensure positive results
- Designed, plated, and styled dishes for showcase photography
- Expanded on catalog of reusable content for both their website and social media channels
- Incorporated recipes into blog and social media channels in a timely manner
- Utilized audience targeting on social media advertising to drive engagement
- Fostered trial through engaging social media content and email marketing
- Reworked all website and social media photography to have a more cohesive look and feel
- Planned social media calendars to achieve multiple objectives: increasing brand awareness, fostering advocacy, driving trial, and soliciting engagement
Photography
Simple products such as honey can be beautifully elevated by vibrant food and lifestyle photography. Our in-house photography team crafted a portfolio of kitchen-tested recipes with colorful and eye-catching images designed to inject life into each and every scene. These images showcase the fun and possibility of cooking with raw honey, to encourage trial and increase overall customer engagement.
Results & Analytics
As a result, Pure Strategic provided a curated catalog of engaging and reusable blog content that illustrated the accessibility and daily uses of Heavenly Organics honey. This content was further promoted through social media posts and customer emails containing products offers and educational content centered around raw honey. Consequently, Heavenly Organics was able to reach their objective of increasing purchase frequency.
Client Feedback
Working with Pure Strategic over the past year has been a rewarding experience. They are very selective with the clients they work with and this really shows up in the work they’ve done for us. The Pure Strategic team is passionate about Heavenly Organics. They use our products, they gift our product to other clients and they share our products with their friends and families. The are raving fans. They ask insightful questions and provided a thoughtful perspective and provided a considered approach to elevating our brand. They did a deep dive into identifying our key customer personas and distilled our digital presence to retain the core essence while simplifying our message.— Aron Bjornson, Heavenly Organics - International Sales + Marketing
Chris Brown is a strong and insightful leader that provides high level guidance, on-point recommendations and is alway enthusiastic about delivering excellent outcomes. He empowers his team to take ownership of the work they do and he is a great collaborator. Chris is an excellent communicator who isn’t afraid to open up the conversation to get to the root of an issue. I appreciate his candour, ethical approach to marketing and his unyielding commitment to achieving great results.
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