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Executive Summary
In 2021, Moving Forward Digital Marketing executed a comprehensive quarterly digital marketing campaign for a Fortune 500 multinational animal feed company specializing in premium horse feed. Through strategic audience optimization, targeted dealer-focused messaging, and effective promotional campaigns across Google Display, Search, and social media platforms, we reached over 3 million users, generated 11.9 million impressions, and drove an impressive 229% increase in “Where to Buy” goal completions.
This case study demonstrates our ability to develop and execute sophisticated, results-driven digital strategies for specialty agricultural products—transforming online engagement metrics while directly supporting retail dealer networks.
The Agricultural Marketing Challenge
The premium horse feed company faced critical digital performance challenges despite their strong market position:
- Insufficient Online Engagement
The brand struggled to meaningfully engage online visitors, with weak interaction metrics across their digital presence despite strong brand recognition in the physical marketplace.
- Prohibitive Bounce Rate
An extremely high website bounce rate of 86.27% indicated visitors were leaving without taking desired actions or engaging with critical content, severely limiting digital marketing effectiveness.
- Digital Brand Awareness Limitations
While established in traditional channels, the company needed to expand brand awareness among digital-first equestrian consumers and effectively communicate their premium positioning online.
Our Equestrian Product Strategy
We developed a multi-faceted quarterly approach designed specifically for premium agricultural product marketing:
Dealer-Centric Digital Optimization
Dealer-Proximity Targeting
- Implemented sophisticated audience targeting focusing specifically on users within geographic proximity to authorized feed dealers, creating direct support for the retailer network while improving conversion efficiency.
Promotional Campaign Architecture
- Designed and executed a strategic $3-off promotion in July, carefully structured to drive both immediate engagement and long-term brand consideration, achieving a 0.33% "Get Coupon" conversion rate.
Long-Tail Keyword Optimization
- Capitalized on specific, high-intent long-tail keywords combined with location targeting to reach new user segments actively searching for premium equine nutrition solutions in their areas.
Website Experience Enhancement
- Implemented strategic improvements to critical conversion pathways, particularly the dealer locator functionality, resulting in an 8.2% increase in page sessions and 11.4% increase in time spent on the Store Locator page.