Pocket Herbs

Case Study - Website Development, Advertising
Pocket Herbs microgreens

About

The AgTech business Pocket Herbs is nestled in the hills of beautiful Burringbar, in the Northern Rivers of NSW. The farm supplies wholesale agents, providores and retailers across Australia with high quality Microgreens, gourmet leaves, rare edibles and native bush foods.

During the pandemic, Pocket Herbs pivoted from supplying big national distributors and markets to selling via Coles Supermarkets, and now supplies over 300 stores in NSW and QLD.

Pocket Herbs are a value-driven company that use sustainable agricultural practices, some of which include:

  • The collection and 100% use of rainwater
  • Recycling of water through our growing system, using as much as 10 times less water than traditional field farming
  • Use of rechargeable electric machinery
  • No fungicides, or chemical pesticides used on any crops
  • Solar PV panels on-site, meaning most of the energy we use is renewable
  • Use of non-GMO seed
  • Adoption of Integrated Pest Management practices
Pocket Herbs
Agriculture
https://www.facebook.com/PocketHerbs/
https://www.instagram.com/pocketherbs/
https://pocketherbs.com.au/
https://www.linkedin.com/company/pocket-herbs/
Related Services: Marketing, Tech

How Did 4DP Help

Website

The challenge with the Pocket Herbs website was to take an extensive product range and distill the wealth of expertise that the Pocket Herbs team possesses into concise information that is easily accessible to clients and consumers.

Getting the look and feel right for the website was important to the Pocket Herbs team. Our developers spent a lot of time on-site at the farm to understand the business, the target audience and develop a tone of voice for the brand. Considering the extensive product range of Pocket Herbs, the parrots used pair-coding techniques to allow for changes and revisions to be developed and approved in real time for changes to the product range

Flexibility and maintainability is important for a site where product information needs to be constantly updated by the Pocket Herbs team. We created custom data types that work within the robust WooCommerce system that make it easy to maintain product specific information without complicated formatting or page building. This allows the Pocket Herbs team to work independently of the web development team which makes the site more manageable.

Ads

Once the website was finalised, we ran time-targeted and geographically-targeted ads for Pocket Herbs on Instagram and Facebook to reach people as they were on their way to Coles with the aim to put Pocket Herbs front of mind while shopping.

We were able to refine our geo-targeting to people within 5km of one of the 300 Coles stores that stock Pocket Herbs. We also boosted with additional interest-targeting to people who were interested in health, nutrition and food.

The 4-week promotion of the launch into Coles was very successful considering we only spent a little budget. We managed to reach a wide audience of Coles-shoppers and achieved good impression share. Our creatives resonated well with the chosen audience which manifested in a 10% page/post engagement rate with a cost per engagement under $0.10! These engagements translated to a 4.5% click through rate and many thousand click-throughs to the website! Overall, we reported a brand lift, purchases via Coles and an increase in demand as well as in audience size.

We are thrilled to get such positive results for a value-driven company and to help Pocket Herbs grow (pun intended!).

Marketing Agency

Marketing

Tech Company

Tech