ANTG | Building a digital presence
We grew a community of ANTG loyalists through executive profiling and optimising digital content
CHALLENGE: ESTABLISH ANTG AS A LEADER IN MEDICINAL CANNABIS
In the past 20 years, a growing spotlight has been placed on the ever-growing medicinal cannabis debate. Australian Natural Therapeutics Group (ANTG) wanted to lead by example. Our Challenge – grow awareness of ANTG and educate Australian patients and doctors of responsible sourcing and usage of medicinal cannabis. Position ANTG as a leader in medicinal cannabis and drive ongoing thought leadership.
SOLUTION: ENGAGE AUDIENCES WITH A FULL SUITE OF THOUGHT LEADERSHIP CONTENT
To ensure ANTG continued to grow across the target industry, WE underwent a deep research piece into the current state of the market, looking into target demographic and motivations. Off the back of this, we built an integrated digital and communications program to grow awareness of ANTG as a leader in medicinal cannabis and establish a new growing database.
WE ran a full website performance, content and SEO audit, including optimisation recommendations, implementation, user-experience and visual refresh. This audit allowed us to gage search behaviours, social conversation topics, competitor performance and informed our ANTG content strategy.
WE leveraged the executive profiles within ANTG to drive thought leadership pieces across social and across our newly launched eDM database growth strategy. This circulation drove a continually growing community of ANTG loyalists for retargeting and paid social campaign efforts.
IMPACT: WE EXCEEDED CAMPAIGN EXPECTATIONS WITH A HIGHLY ENGAGED AUDIENCE
Our campaign saw website traffic increase 148% MoM with results exceeding KPIs:
- 518% organic traffic growth
- 58% average EDM open rate
- 6% social media engagement rate (KPI 1%)
- 82 average monthly new leads on EDM database
- 28% website bounce rate (KPI 46.6%)