Background

Nature’s Farm is a well-known retail brand in Singapore, with over 20 outlets nationwide. Traditionally focused on brick-and-mortar sales, the brand was looking to grow its e-commerce presence and reduce reliance on marketplace platforms like Lazada and Shopee, where high commission fees (12-15%) were eating into profit margins. In addition, Nature’s Farm launched a new product, Krill Oil, which faced the challenge of low market awareness.

Compounding the issue, Nature’s Farm’s customer base was primarily Gen-X, while they wanted to expand their reach to include Millennials and Gen Z consumers.

Prior to working with Brew Interactive, Nature’s Farm had attempted to handle digital marketing in-house, but struggled with ineffective targeting and poor creative execution, resulting in a low ROAS of just 0.2x.

Brew Interactive crafted a full-funnel, multi-channel strategy that would tackle these challenges head-on by improving awareness, driving traffic, and boosting conversions.

1. Crafting quality content to generate awareness

Recognizing the need to educate consumers about Krill Oil, we created a series of articles that highlighted the benefits of Krill Oil and differentiated it from traditional fish oil.

These articles were designed to address both the top and middle stages of the funnel by educating potential customers while reinforcing the product’s unique advantages.

2. Created light-hearted visuals highlighting campus life and events

To effectively capture attention and drive conversions, we recognized the importance of using different creatives tailored for each stage of the buyer’s journey: the top, middle, and bottom of the funnel.

With Krill Oil being a new product and Nature’s Farm needing to expand their audience base, a single creative or message wouldn’t suffice. Here’s how we approached each stage:

GIFs that we created to highlight Nature’s Farm’s Krill Oil product

3. Paid Media Strategy

We leveraged the high search volume for Krill Oil (around 6,000 searches per month) to build a targeted paid media campaign that focused on high-intent keywords and interest-based targeting.

This allowed us to capture relevant traffic for Krill Oil and other in-house products. Our ads were highly tailored, featuring a variety of messaging to engage different audience segments effectively.

3. Paid Media Strategy

We leveraged the high search volume for Krill Oil (around 6,000 searches per month) to build a targeted paid media campaign that focused on high-intent keywords and interest-based targeting.

This allowed us to capture relevant traffic for Krill Oil and other in-house products. Our ads were highly tailored, featuring a variety of messaging to engage different audience segments effectively.

4. Customer Testimonials

To boost credibility and build trust, we collected and integrated testimonial videos from satisfied Nature’s Farm customers. These testimonial videos featured customers espousing the benefits of Nature’s Farm’s products and why they’ve chosen to keep using said products. This social proof helped drive conversions by providing real-world validation of Krill Oil’s benefits.

Video testimonial we filmed for Nature’s Farm

Delivering Healthy Success:
Boosting Awareness and
Driving Conversions