Case Study

Land O’Lakes Share of Voice Campaign

Land O’Lakes needed help finding ways to “own” butter digitally – keeping them top of mind on the retail shelf, and also when cooking and baking. Collective Measures knew that creating a strong paid and organic search strategy would be key, but ensuring they worked together based on their roles within the complex consumer journey of a millennial was critical.
INDUSTRY: Consumer Packaged Goods
SERVICE: Content Marketing, Paid Search

Background / Challenge

Land O'Lakes Share of Voice Camapign

Land O’Lakes is a household consumer packaged goods brand with a wide variety of products from cocoa to cheese. At the core of the brand’s product portfolio? Butter. Land O’Lakes Butter has national distribution with retailers ranging from big box to local mom and pop to digital marketplaces. And while Land O’Lakes may be synonymous with butter, its digital visibility did not suggest the same. The brand was losing important opportunities to engage with consumers online where they do everything from find classic butter recipes to discover the right technique to soften butter. Land O’Lakes needed help finding ways to “own” butter digitally – keeping them top of mind on the retail shelf, and also when cooking and baking.

Solution

Collective Measures knew that creating a strong paid and organic search strategy would be key, but ensuring they worked together based on their roles within the complex consumer journey of a millennial was critical.

Collective Measures built a co-optimization strategy recommendation which utilized paid search for low-funnel product- and butter-centric recipe queries, and organic search for higher-funnel recipe queries and coveted “how to” informational and educational queries. This co-optimized strategy set the priority for paid search to win in highly competitive spaces where purchase intent is highest, while allowing properly optimized organic content to fulfill key educational queries where paid search ads are not present.

A supplemental content strategy outlined exactly the types of content to be created on the site to drive conversion (paid) or traffic and engagement (organic) to ensure that queries were captured in every stage of the consumer journey. Additionally, paid search ad copy was recommended to more accurately represent the site experience.

Results

Since implementing a new paid search structure and publishing new content and page optimizations, Land O’Lakes has made significant gains in its ownership of “butter” in the digital landscape:

  • Organic impressions and clicks for “butter” searches more than doubled year over year as a result of increased visibility
  • Organic impressions and clicks for “how to” searches increased nearly 3x year over year, and average rank on the search engine results page (SERP) jumped from the bottom of page 1 to the top of page 1
  • 27% increase in paid search click-through rate year over year

Paid impressions and clicks for priority nonbrand queries increased by over 3x year over year

Image Source: Unsplash

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