Crystalyx:
Social media strategy
A digital campaign was conceived to increase online awareness and generate leads, supporting Crystalyx’s push to expand its reach within the sheep, beef, and dairy sectors.
Overview
Generate leads: Capture farmer data for email marketing to promote products, offers, events, competitions, and research into productive livestock farming.
Increase web traffic and engagement: increasing website traffic and driving top-of funnel farmer awareness and engagement via social media and search engine marketing (SEM)
- Farmer-led, peer-to-peer videos maximise visibility and conversion
- Competitor research and keyword analysis were used to refine the Google Ads strategy
- Email sign-up target achieved
Goals
Generate leads: Driving farmer-led demand for its scientifically backed supplements and capture data for email marketing.
Increase website traffic and engagement via social media and search engine marketing (SEM)
Deliverables
Use both Meta and Google Ads to expand product reach within the sheep, beef, and dairy sectors.
Focus on farmer-led, peer-to-peer testimonial videos to maximise visibility and conversion using the dual-platform approach
- Meta Ads: Used for both awareness and lead generation with short-format video ads and instant forms for frictionless email capture
- Google Ads: Combined search ads to drive traffic for high-intent users with display (YouTube) ads to gain brand exposure and reach a broader audience
Results
- Increased reach: 679,000 impressions and 6,700 clicks generated at £0.24 CPC
- Significant watch time among key audiences: Both Meta and YouTube video ads generated over 15 days of video ad watch time
- Lead-gen success: Meta ads contributed significantly to lead generation, particularly with targeted campaigns like the Valentine’s giveaway, which generated 249 leads at just a few pence per lead
- 1,527 leads via 12 days of Christmas giveaway campaign
- Google Ads: Exceeded a 5% conversion rate on top keywords, contributing to significant increases in sign-ups and brand awareness
- Cost per lead (CPL): This was more than halved when compared to the same month the previous year, reflecting more efficient lead generation
Added value
SEO keyword research: Competitor research and keyword analysis were used to refine the Google Ads strategy, ensuring the ads were targeting relevant and high-intent keywords. This helped enhance ad relevance and avoid wasted spend.
Branded keyword exclusion prevented budget cannibalisation on related brand terms.
