Aduna is an exciting new brand in the Superfoods niche. They promote well being and healthy eating as part of a modern lifestyle. Their award winning Aduna Baobab, Moringa and Cacao (Super-Cacao!) products are available in Holland & Barratt, other specialist wellbeing shops and prestigious stores such as Liberty’s and Selfridges.
Aduna sell several products including powders, and bars. They come in beautifully branded packaging that stands out on the shelf amongst competitors.
The company sells through its own website and also through its various partners.
The online challenge for Aduna
The challenge was how to integrate product and lifestyle information together in an effective way that also provided eCommerce but did not eclipse channel partners. This is a challenge for many established brands but is a delicate balancing act for a company appearing new in the market. We worked closely with Aduna to navigate these issues.
One of the first things we discussed was the customer journey. We established that each initial impulse to visit the site should reveal new content, and greater interaction.
The strategy identified the key questions that consumers asked.
- How do I live a healthier lifestyle?
- What is Baobab, Moringa and Cacao?
- How can Aduna, Baobab, Moringa and Cacao help me live a healthier lifestyle?
- What do I do with Aduna Moringa, Baobab and Cacao?
- Where can I buy Aduna Cacao, Baobab, and Moringa?
Baobab, Moringa and Cacao messages
Lifestyle is important as this thread runs through much of it’s PR activity. It therefore had to feature prominently throughout the website and provide ‘Landing pages’ to attract backlinks. These provided a beginning point for many user journeys. It also introduced the Aduna range to the aspiration. Therefore the link was made between desire, aspiration and the website.
Recipes are tied into lifestyle and this content followed nicely from each new visit. It built on an aspirational message of health and wellbeing. It then provided tangible ways in which to achieve this.
Product information was key as these are new product categories into an already well served market. The key here was to avoid the idea of short lived fads. Therefore combining the key product messages with the social benefits of the business and effective product descriptions encouraged brand loyalty and recognition. For many products in this niche that is unusual.
Clicks and Mortar provided the ultimate destination for our customer journey. It answered the ultimate purchase decision goal. The online store provided single and multi purchase options as well as the concept of a regular repeat order, although this was not at the expense of channel sales as it listed local stores to purchase from.
The Aduna online strategy established structure and presentation of the content to provide answers to each question as well as asking the next one. The result was a full user experience with high engagement. In all cases the goal was the desire to purchase. We also implemented online tactics for Aduna. They included web design and development, content creation, SEO and PPC services.
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