TBC began its partnership with Smart Balance and its line of heart-healthier food products over 4 years ago. Since the start of our partnership, TBC has helped Smart Balance
- Redefine its core target to include an untapped group of consumers categorized as proactive health seekers ages 40+
- Grow market share to 14 percent despite being outspent by more than double in a highly competitive market by power brands like I Can't Believe It's Not Butter! and Shedd's Country Crock
- Force Unilever to reformulate its entire portfolio of buttery spread products to compete with Smart Balance's superior health and taste benefits
While these are enjoyable successes for TBC, the Smart Balance site was languishing and had experienced declines in many important areas. The average time on site had plummeted by over 21%, and the average number of pages viewed by visitors was down nearly 15%. The site bounce rate, or percentage of visitors that immediately left the site without clicking a single thing, had increased by over 18%.
Because of this, TBC was awarded the redesign project for SmartBalance.com. The project was to be much more than a re-skinning. TBC would implement a new, open-source Content Management System and bring day-to-day operations into the Agency.
With a more dramatic use of photography, clearer navigation and dynamic content, the new SmartBalance.com has outperformed expectations on virtually every front.
old site new site
|Number of Visits||UP 42.06%|
|Number of Unique Visitors||UP 35.18%|
|Average Time On Site||UP 27.02%|
|Return Visitors||UP 4.78%|
|Average Pageviews||UP 32.19%|
|Bounce Rate||DOWN 16.56%|
Meanwhile, our brand advertising turned the buttery spread category on its head and helped Smart Balance to become the #2 brand in the category.
smart balance // online
smart balance // print
click image to enlarge