Australian Botanical Soap (ABS) began in the early 2000s when founder John Apperley identified a market need for chunky Pure Plant Oil soap bars. Today, under the leadership of his son Scott, ABS has expanded globally, remaining proudly Australian Made and Owned. Now, as Scott prepares to elevate the brand even further, Clutch Digital is helping ABS reach new heights.

Background

Clutch Digital understands that as ABS grows we must adjust our digital marketing strategies to fit their business so they can continually improve and stay ahead of their competitors. We work closely with the ABS team to gain knowledge about their products so we can identify and highlight key features when producing content for their website and social media.

Website & Digital Marketing

To prepare for the launch of the updated ABS website in early 2021, we ensured that every tool and strategy was ready to drive significant traffic to the refreshed site. A new website is exciting, but without the right processes to attract visitors, it won’t get the attention it deserves.

We produced new video content to support the launch, aiming to provide a more user-friendly experience that helps customers navigate the site with ease, keeps them engaged longer, and boosts SEO efforts. These enhancements also strengthened ad campaigns across Google Ads and targeted social channels, optimising ABS’s digital presence from every angle.

Made for Everyone Video Campaign

For the ‘Made for Everyone’ campaign, ABS wanted a short-form, documentary-style video to forge a strong emotional connection with its audience.

Collaborating closely with ABS founders John and Scott Apperley, we adopted a storytelling approach to showcase the brand’s journey through a warm, customer-focused lens, set against iconic Australian imagery.

In partnership with John Apperley, we crafted an Australian Story-style video that captures the authentic origins of ABS—how and why it was founded, with an honest glimpse into the values that have driven its success.

Outcome

Clutch Digital developed a more professional and engaging website for Australian Botanical Soap, aligning perfectly with the brand’s look and feel while designed to remain relevant and resilient for years to come. Paired with a lifestyle-driven social media strategy, Clutch Digital positioned ABS to elevate its business in 2021 and continues to drive success for the brand to this day.

Since we began working together in 2018, ABS’s social media presence has flourished. Both the Facebook and Instagram pages have quadrupled in size, with followers engaging more actively in weekly posts, creating a vibrant and loyal online community. Clutch Digital remains dedicated to ABS’s growth, consistently delivering innovative strategies to further strengthen their brand and community connection.

View Website

Website

106%

increase in organic users

91%

increase in organic session

225%

increase in page views

Google Ads

177%

increase in conversions

213%

increase in monthly member signups

Facebook

219%

increase in clicks

833%

increase in post shares

549%

increase in post comments

322%

increase in page likes

330%

increase in organic impressions

Instagram

213%

increase in impressions

233%

increase in followers

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