A M A Z O N • P A I D D I S P L A Y
W E B D E S I G N • S E O
BRIGHTEN YOUR BREAKFAST WITH DIGITAL
An in-depth look into how ForTheWeb used Search and Display to accelerate HOPE Foods vision for new and existing product lines.
CONNOTATE
HOPE Foods is a national organic hummus and dip brand that believes in the power of better food and the hope its customers have for products they can trust. HOPE grew from farmers markets to specialty grocers, and is now across the country in grocery stores of all shapes and sizes. HOPE has explored various digital marketing strategies and partnered with ForTheWeb to accelerate growth for their core hummus brands and new product lines.
THE GOALS
HOPE exists in a competitive CPG grocery market with many established players. The marketing efforts are focused on household penetration, but also on growing brand awareness and introducing new families of products.
ForTheWeb closely partnered with HOPE as an extension of the marketing team, providing consultative guidance for how to translate their strategic vision into the digital advertising environment
THE APPROACH
For The Web outlined a comprehensive approach focusing on Search and Display as critical channels to achieve HOPE’s goals.
Search was a unique challenge due to Hope’s site architecture. Our work began with solving existing website issues preventing HOPE from ranking high value keywords. After the site architecture was corrected, we implemented a comprehensive plan encompassing a content strategy, onsite and offsite optimizations, and our proprietary methods for increasing HOPE’s keyword rankings. This is a long term effort that has led to consistent year over year growth in Search Ranking visibility.
After demonstrating consistent growth and building value on Search, we worked with HOPE to launch and maintain a Display campaign built off the key learnings from what made Search so successful. We took a data-driven approach to audiences, A/B creative testing, and bid optimizations that led to dramatic performance increases, and helped build awareness around HOPE’s newer product lines
THE RESULTS
SEO
8
100+
15k
800k
Organic Monthly Search impressions*
*Over a 16 month period
PAID DISPLAY
4x
Reduction in CPM Cost*
80%
Increase in performance*
130k+
Attributable in-store visits
*After transitioning from a previous vendor
