Califia Farms
Returning food to its original nourishing purpose in today’s world of both fast and engineered foods is a lofty goal. But with plant-based foods outpacing growth in the general retail food market by a multiple of 5x in 2018 and plant-based milks making up 13 percent of the entire milk category, Califia Farms recognized a unique opportunity that lay in a stronger focus in its direct-to-consumer experience.
Let’s eat, learn and love together.
It’s a story we’re all familiar with – the DTC model is changing the face of retail. Realizing the growth opportunity in not just a strong DTC experience, but in a brand and product offering that champions change in both people and the environment, SCS collaborated lock-step with Califia’s marketing and web design team to define their digital audience and build a best-in-class DTC website focused on full-funnel optimization.
Working with Califia, SCS tapped into audience interest, data and desire for healthy living as the foundation for an engagement strategy defined by core audience segments and targeted personas. With a focused core strategy in place, Califia’s cross channel media on digital display, social, search, video and Google Shopping is driving deeper engagement throughout the funnel and leading purchase conversion.
A focused collaboration of client design and agency development expertise, Califia’s new website holds no compromise between commitment to brand story and the purchase path. Fully responsive, category focused and optimized for paid and organic search, it provides the foundation for a personalized experience that inspires the kind of healthy living that really can make a change.
In the end…
It’s not just about selling product. When a brand has the ability to make an impact on a broader scale than just the bottom line, it’s almost a sin to turn a blind eye to it. With a focus on audience target, defined media strategy and execution and a website designed to educate and inspire throughout the purchase path, Califia Farms’ new digital experience shows the value true collaboration can bring to an industry that’s making change.