Body Ecology is a diet and nutrition brand founded by Donna Gates. The company focuses primarily on probiotic and gut supplements and sells products both direct to consumers online and wholesale at stores around the United States.
Anderson Collaborative was hired by the marketing team at Body Ecology in 2020 initially as a strategic consultant to provide a comprehensive audit of the organization’s digital marketing strategy, ecosystem, and technology. This in-depth analysis was conducted over the course of one month and resulted in a 40+ page document with recommendations for all facets of their marketing strategy. Utilization of the SOSTAC model was a key component of the consultative process and our recommendations for improvements.
This report culminated in 11 key SMART (Specific, Measurable, Actionable/Achievable, Relevant, and Timebound) recommendations. These recommendations covered their entire marketing execution strategy and included audits of their efforts with Social Media, Youtube, Snapchat, Pinterest, TikTok, Amazon, Shopify, Facebook, Instagram, Google, Analytics, Subscriptions, Display Ads, Television, Microsoft Ads, Twitter, and more.
Finally, we presented a prioritization plan for agile implementation of key changes in three phases. Anderson Collaborative was then hired to execute these changes on the company’s behalf.
During this process, we created an entirely new campaign structure for both Facebook/Instagram, Google, and Microsoft ads. These improvements were substantial and without new creative introductions but rather funnel-based structure changes. Additionally, we updated all of their conversion tracking/SEO monitoring to allow for a much more in-depth analysis of user flow through the website and growth.
We set up a Google Merchant Center account and overhauled their Google Shopping campaigns as well as product feed. We also put them in a position to dynamically remarket based on the products viewed or added to the cart. Lastly, we implemented significant email segmentation/design changes which led to improvements in open/click rates.