Melbourne Cookie Co.
Ex Animo Elevates Melbourne Cookie Co.'s Brand and Boosts Online Sales.
Melbourne Cookie Co. struggled with stagnant sales and an underperforming e-commerce site. Ex Animo stepped in to revitalise the brand by creating a user-friendly, SEO-optimised website and launching a targeted content and social media strategy. Backed up with localised area marketing initiatives, events, and direct mail campaigns, further enhanced brand visibility. The result was increased customer engagement and a significant boost in online sales, transforming Melbourne Cookie Co. position in the market.
Background
Melbourne Cookie Co., a small retail business, had been operational for a few years but struggled with stagnant sales and a poor-performing website. The existing e-commerce site was clunky, difficult to navigate, and lacked the brand’s unique story. Despite offering a high-quality product, the business needed a strategic overhaul to improve its market presence and drive growth.
Opportunity
Ex Animo identified the opportunity to revitalise Melbourne Cookie Co.’s brand, enhance its digital footprint with a new e-commerce platform, and implement an integrated marketing strategy to boost both online and offline sales.
Approach
The project involved a comprehensive brand repositioning strategy for Melbourne Cookie Co., then focusing on developing a new e-commerce website and crafting a targeted communications plan. The process included competitor analysis, customer journey mapping, and refining the value proposition. A digital media audit informed the digital tools and customer research informed the creative direction for the brand.
Outcomes
- E-commerce Website: A user-friendly, SEO-optimised e-commerce site was developed, featuring a blog, secure payment options, and an easy-to-use interface for managing product updates. The site was designed to integrate seamlessly with social media channels.
- Café & Website: A complementary brochure site was created to showcase café offers and events, aiming to increase local engagement and foot traffic.
- Events & Local Marketing: Strategic events such as Mother’s Day and Christmas were organised to drive local area marketing and word-of-mouth promotion through café brand activations.
- Content & Social Media Marketing: Weekly blog posts and social media content were developed to support product promotions and enhance SEO. Campaigns were executed across LinkedIn, Facebook, Twitter, Pinterest, and Instagram, growing the brand’s online presence.
- Direct Mail & Stationery: Local marketing materials, seasonal offers, café menus, and promotional items were created to strengthen brand identity and engagement within the community.
Results
The collaboration between Melbourne Cookie Co. and Ex Animo led to a revitalised brand identity and a robust digital presence, resulting in increased customer engagement and improved sales performance across both the café and online store.
