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Duynie Feeds

Duynie Feed UK supply a wide range of livestock feed directly to dairy, beef, sheep, pig, and goat farm customers across the UK. Their main focus is cost-effective animal production and sustainability. They are the largest company in Europe dedicated to unlocking the value of co-products created, as a result of food, beverage and bio-fuel production. 

 Duynie sought Hillsgreen for support on their digital marketing strategy and in the initial stages did a kickstart campaign consisting of Paid Social.  Additionally, they have also completed an SEO and CRO audit.  

Objectives
  • To increase brand awareness
  • To increase sales of co-products
  • Increase awareness of nutritional services

+21%

increase in conversion rate

+105%

of revenue target

+141

qualified opportunities

WHAT WE DID

In 2022, Duynie, a client heavily invested in offline print ads and events, recognised the need to embrace digital marketing. Lacking expertise in executing a digital strategy, they sought support and approached Hillsgreen based on researching and downloading the Marketing to Farmers report.  

 We initiated a kickstart campaign with a focus on paid social media for the first three months, which yielded promising results. Recognising the need for a comprehensive digital strategy, Hillsgreen conducted both SEO and CRO audits to provide a holistic view of Duynie’s digital landscape. 

 The audits aimed to determine the fitness of Duynie’s website for conversion. Following consultation, the decision was made to concentrate efforts in 2023 on paid social media, introduce paid search, and implement recommendations from the CRO audit. 

 The initial phase of 2023 involved extensive learning and data gathering. While lead quality was good, there was room for improvement. The optimisation journey began, and by mid-summer, strategic changes were made in the approach to paid media. After identifying that a significant number of leads came through telephone calls, we introduced call tracking to enhance campaign optimisation. 

 With these adjustments, the second half of 2023 saw a significant improvement in lead volume and quality. The efforts resulted in generating over £33,000 in revenue . The client’s comments to us were “We have had more leads than we can physically supply product to, it’s fantastic!” Impressed by the excellent results, Duynie renewed its partnership with Hillsgreen, extending into 2024. 

 This year, we are taking a slightly different approach to their strategy, by incorporating SEO into the mix, while maintaining the momentum of paid media. This approach allows us to flex activity according to seasonality.  

Hillsgreen’s guidance transformed our approach to digital marketing, creating a collaborative environment where our sales and marketing teams now actively engage. Thanks to Hillsgreen, we’ve not only grown sales but fostered a cohesive strategy that aligns our teams for the first time ever! Our journey with Hillsgreen has been fantastic, and we’re grateful for the support they have provided us.”

Olivia Sparks Area Sales Manager & UK Marketing Manager

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