DIGITAL MARKETING, CAMPAIGN,
BRAND STRATEGY, STUDIO SERVICES
Background
Northern Light Technologies (NLT) is a Montreal-based producer of Bright Light Therapy lights, primarily used to combat and alleviate Seasonal Affective Disorder(SAD). Established in 1994, NLT has been a pioneer in providing innovative lighting products to combat the effects of seasonal depression and other related conditions. Despite its long-standing presence in the market, NLT faced challenges in recent years, particularly in reducing its heavy reliance on Amazon sales for revenue generation.
The Challenge
NLT recognized the need to diversify its sales channels and decrease its dependency on Amazon. While Amazon provided a significant portion of their revenue, the company aimed to strengthen its first-party sales through its website. However, NLT's website was outdated, lacking in modern branding, and did not effectively engage potential customers. To address these challenges, NLT sought assistance to revamp its brand image, overhaul its website, and implement a robust digital marketing strategy to drive traffic and sales directly to its platform.
The Work
To address their challenges, our approach began with a comprehensive brand overhaul. Recognizing the outdated nature of NLT's branding, we initiated a thorough analysis to modernize its image while preserving its core identity. This involved redesigning the logo, refreshing color schemes, and refining brand messaging to resonate with the target audience.
Simultaneously, we embarked on a complete revamp of NLT's website to enhance its online presence and drive first-party sales. The new website was designed with a focus on user experience, featuring a seamless interface, intuitive navigation, and faster responsiveness. Advanced plugins were integrated to facilitate tracking, audience segmentation, and other essential functionalities, ensuring an optimized browsing experience for visitors.
This content served as a powerful tool to captivate and engage potential customers, reinforcing the brand's value proposition.
With the foundation in place, we devised a strategic media strategy to drive traffic and conversions to NLT's website. Leveraging our expertise in digital marketing, we implemented targeted advertising campaigns across multiple channels, including social media platforms, search engines, and display networks. The objective was to increase brand visibility, attract qualified leads, and ultimately, boost sales.
Result
In September 2023, the commencement of the media program resulted in a substantial increase in website sales, achieving a 18.54% growth compared to the previous year.
In January, we expanded our efforts to optimize NLT's Amazon sales, achieving a 5.6x Return on Advertising Spend (ROAS), demonstrating the effectiveness of our advertising campaigns on the platform.
By April 1, 2024, marking the end of NLT's fiscal year, the company experienced a substantial recovery on direct to consumer sales, returning to 21'-22' levels. The company also received a wealth of earned media coverage, with their products featured on NY Times' WireCutter, CNN, Design Milk, NYMag, HuffPost, NBC, Best Products and many more.
Conclusion
Our partnership with Northern Light Technologies exemplifies how strategic branding, website redesign, and targeted digital marketing can drive substantial growth and success for businesses seeking to expand their market reach and reduce reliance on specific sales channels.