Real Pet Food

Ivory Coat’s multi-platform campaign increases web traffic 67%, reduces cost per click by 41% while increasing year-on-year sales a whopping 120%

Ivory Coat is a Naturally Australian, quality pet food company that cares about the natural health of our cats and dogs.

This approach has allowed us to grow at such a rapid & exciting pace

Ivory Coat Tasked Ultimate Edge With:

Doubling the sales volume of Ivory Coat’s Dog Food products
• Developing and raising their Cat Food product awareness in the market
• Increasing brand awareness as ‘Australia’s leading grain-free animal foods’
• Increasing traffic to their website

Aleisha McCall and her team at Ultimate Edge Communications have taken the time to understand our business, provide the strategies and guidance to help us grow, and help us implement these strategies on an ongoing basis which has allowed us to grow at such a rapid & exciting pace.

Steven Deveraux-Stanford
CEO & Founder

The Challenge

Ivory Coat wasn’t one of the leading pet food companies in Australia – but we knew that their excellent product and genuine passion and care for their four-legged friends, combined with our expertise, could go far.

We needed to plan a marketing strategy spanning Search, Facebook and Radio carefully to achieve results from the four focus points – increasing sales, brand awareness, product awareness and website traffic.

Our Solution

A strategic partnership with ARN (Australian Radio Network) and their flagship station KIIS FM, provided a platform that hosted bespoke sponsorships and segments created specifically for Ivory Coat. ‘Word on Pets’ featured Ivory Coat founder Steven, and the ‘Barkly Bites’ segment featured Barkly the dog interacting with listeners, answering their questions by choosing different bones – winners received Ivory Coat products and a cash prize.

A social competition on the ARN website called ‘Pets do the darndest things’, was implemented where people could submit pictures of their pets for the chance to win a year’s supply of Ivory Coat products, and which ARN pushed out through their social channels.

Due to strong relationships in the market, our engaging ads were able to secure a 192% bonus value for investment on the radio campaigns!

Our work with ARN also assisted both Search and Facebook in driving increased traffic to the Ivory Coat website, resulting in higher conversions, and helped drive customers in-store to purchase as well. Facebook Paid Ads exposed targeted audiences to the brand and drove them to the website, and the cost per click went down by 41% which cut costs hugely throughout the campaign. Using insights into relevant search terms, we used AdWords to grab the attention of browsers, again driving traffic to the site.

Since taking over the account, UEC has delivered outstanding results. We helped raise the brand awareness of the Ivory Coat Dog and Cat food product range and increased traffic to their website by 67%. The August 2017 revenue was 147% higher compared to May 2016 – that’s over 120% growth from FY16 to FY17!

By taking over the marketing activities, we raised the brand awareness of Ivory Coast across Australia and significantly grew the business, helping to make it a household name among pet owners.

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