“Darrell and the 77 team of experts have been an amazing partner for Buzzy seeds. They have helped rebuild and energize our overall digital strategy, while helping us navigate the complex world of rebranding and social media engagement. The results speak for themselves, and I am looking forward to continuing a long productive, relationship with Darrell and his team.”
Buzzy Seeds: A Case Study in Digital Brand Strategy
Engagement Focus
Website Design & Development, E-Commerce, Shopify, PPC Media
Project Overview
Cultivating Buzzy Seeds’ Digital Growth
This was a full 360-degree project, and we dug deep—pun intended. For Buzzy Seeds, we crafted a brand-new digital strategy designed to help them thrive in a competitive market. From there, we developed a comprehensive digital marketing plan to boost site traffic and drive online sales. To top it all off, we rebuilt their e-commerce platform on Shopify, creating a seamless and modern shopping experience. It was a complete transformation, built to help Buzzy Seeds flourish in the digital landscape.
Kevin Blanchard
Director of Sales Operations and Digital Strategy
The Challenge
Buzzy Seeds, known for their easy-to-grow kits for gardeners of all skill levels, faced a common issue: their web store wasn’t driving sales. Instead, they relied heavily on shelf space at big-box retailers during the spring and summer months to generate revenue. Their digital strategy had some serious holes—starting with not knowing their core target audience online. Without clarity on who to target or how to reach them, their outdated WordPress store wasn’t doing them any favors, making it hard to convert traffic into sales.
Enter Seventy Seven Collective. We rolled up our sleeves to help Buzzy Seeds define their ideal digital audience, shape a strategy to target them effectively, and create an engaging online experience that would turn clicks into customers. It was time to plant the seeds for a thriving digital presence—and watch it grow.
The Approach
First, we set out to do a deep dive into who their target audience was, what they were looking for, and how to best talk to them. This full digital marketing strategy helped define so much of their core audience, and different approaches as each segment had different needs. We explored new targets that can expand their key season to more than just springtime gardeners and gift giving, to turn Buzzy into a year-round brand.
Second, we evaluated the business and technical needs. The existing site was built on WooCommerce so we evaluated the setup, the existing theme, code base, potential security issues, costs related to plugins, pain points of the existing system, and level of effort to upgrade the existing site or starting over. We also explored replacement options for e-commerce platforms including Shopify, BigCommerce, Magento, Wix, Sellfy, and Ecwid.
Third, we considered the requirements which included launching in a short turnaround time.
WordPress seemed like the obvious choice but when we evaluated the theme + platform, we found security issues and that WooCommerce had not been updated in quite a while. During testing, we discovered the existing theme and the majority of the purchased plugins were not compatible with the later versions of WooCommerce, but even more important, most were no longer maintained.
We evaluated the hosted platforms and factors that we considered included cost, maintenance, and level of effort to implement and maintain security. We settled on recommending Shopify due to its ease of implementation, management, and extensibility support. Shopify’s standards and Liquid template language made it easy to implement additional functionality to boost the site’s capabilities.
We let the original site continue running while monitoring it, and built the Shopify experience.
The Solution
The new Buzzy Seeds website is designed with three core audiences in mind: gift givers, home chefs, and garden enthusiasts—all looking for easy-to-grow, low-maintenance kits. Our digital ad strategy ensures these audiences are reached across various platforms, driving them to BuzzySeeds.com. Once there, visitors discover a treasure trove of products, resources, and tips to keep them engaged as year-round Buzzy fans. To keep the momentum growing, we’ve implemented smart email automation and segmented marketing campaigns, helping Buzzy Seeds evolve into a go-to brand for gardeners of all kinds.
Results & Metrics
42%
Site Conversion in 4 Months
4X
Google Ads ROI in 3 months
200%
Purchases from Google Ads month-over-month on 40% less spend
