CASE STUDY

Arctic Gardens

+78 ^%

Increase in sessions from search engines YoY

+221 ^%

Conversion rate of visits from the YoY paid channel

+200 ^%

Organic traffic to YoY recipe pages

FIND OUT HOW WE DID IT

Adviso allowed us to take a true digital shift and to build our own digital assets. The Inbound marketing team gave strategic direction to our digital expansion, introduce the tracking of performance metrics and supported us at every step of the mandate in order to increase Arctic Gardens’ digital presence.

Nicolas Joly

Brand Manager, Bonduelle Americas

STRATEGIC SUPPORT DURING THE ORGANIZATION’S DIGITAL SHIFT

Adviso was mandated by Arctic Gardens, leading processor of frozen vegetables in Canada, to help them through their digital transformation, develop web assets, and deploy a content strategy through the launch of a new blog. With this content marketing project, Arctic Gardens’s goal was to drive new audiences to its Owned platforms to become less dependant of media investments. Adviso had already been managing the brand’s search campaigns for a year, as well as managing its Facebook community. The objective was to grow the brand’s online visibility, increase traffic to Arctic Gardens’ digital assets, and build an engaged community around the brand.

CHALLENGES RELATED TO THE PROJECT

Strengthen brand awareness (particularly outside Quebec) and improve visibility in SERPs, in spite of low search volumes and few mentions on the web;

Create a new digital asset – a blog – without an existing content strategy;

Carve out a place for Arctic Gardens among the vast quantities of content created around the food world;

Acquire new audiences beyond the brand’s Owned platforms.

STRATEGIES DEPLOYED BY
ADVISO

Create a synergy between the earned, owned and paid assets;

Carry out a complete strategic planning to define the blog’s themes and content strategy;

Act as an expert consultant to optimize operations by putting in place collaborative tools and a solid content creation process;

Deploy a multiplatform content strategy and break down the silos between the different digital assets;

Develop an optimal content distribution strategy in collaboration with the media specialists;

Optimize the recipe pages on Arctic Gardens’ website using technical SEO and UX strategies to improve both the performance of the landing pages used in media campaigns in terms of conversion and performance in the SERPs;

Develop partnerships for content creation and relationships with bloggers to acquire new audiences and bring more organic visibility to the content.