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Maui Nui Venison is more than a provider of premium red meat—it’s a mission-driven brand addressing an ecological crisis in Hawaii. With Axis deer populations out of control, threatening local ecosystems and resources, Maui Nui offers a sustainable solution. By harvesting deer with care and reverence, the company not only balances the environment but also creates the healthiest red meat on the planet.
As the brand looked to expand its reach across the continental US, it faced the challenge of scaling sustainably while staying true to its Hawaiian roots. Watson partnered with Maui Nui to address operational hurdles, amplify its digital presence, and craft a multi-channel marketing strategy that resonated with eco-conscious and health-focused consumers.
Maui Nui’s story is steeped in balance—between nature and community, sustainability and growth, tradition and innovation. This ethos became the foundation for the rebrand.
Watson refined Maui Nui’s brand messaging to reflect the following core values: balance, living in harmony with nature by managing Axis deer populations responsibly; culture, honoring Hawaiian traditions of land stewardship and sustainable food systems; sustainability, providing a red meat alternative that respects the environment; respect, treating Axis deer as a gift and a source of nourishment for the community.
The tagline “Harvesting Balance” captured the essence of the brand, creating an emotional connection while aligning with its ecological mission.
Overhauling the Digital Experience on Shopify
A major focus of the project was optimizing Maui Nui’s website and subscription model to improve customer retention and streamline user experience. Watson identified and solved technical issues that hindered the platform’s scalability. Subscription management was enhanced using the Recharge API, creating a seamless subscription journey, improving user onboarding, and addressing challenges like shipping inconsistencies and outdated workflows. Enhanced analytics were implemented by building custom APIs to integrate Shopify and Recharge data with third-party platforms like Klaviyo and Supermetrics, providing Maui Nui with actionable insights for cohort analysis and retention strategies.
Landing pages were redesigned for faster load times, optimized navigation, and targeted calls to action, increasing conversions and simplifying subscription enrollment. These improvements allowed Maui Nui to offer personalized subscription plans and leverage data to better understand customer behavior.
To build national awareness, Watson designed a multi-channel strategy that targeted health-conscious individuals, eco-friendly consumers, and culinary enthusiasts.
Top-of-funnel content included visually engaging ads showcasing the nutritional benefits of Axis deer meat, positioning it as the healthiest red meat on the planet. Ads were distributed across Google, Pinterest, and Instagram to reach a broad audience. Influencer endorsements from personalities like Tim Ferriss and Joe Rogan amplified credibility and organic reach.
Search campaigns focused on high-intent keywords like “sustainable meat,” “venison subscription,” and “Axis deer meat.” Content marketing, including blog posts and recipes, drove organic traffic and established Maui Nui as a thought leader in sustainable food systems. Personalized email campaigns nurtured one-time buyers into subscribers, highlighting the benefits of recurring deliveries and exclusive rewards. Retargeting ads engaged users who abandoned their carts, converting lost opportunities into loyal customers.
Watson tailored ad campaigns to reflect regional preferences, with recipes and visuals customized to appeal to different US markets. This localized approach ensured relevance and increased campaign effectiveness.
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The results of Watson’s collaboration with Maui Nui were transformative. Revenue from paid campaigns grew by over six hundred percent return on ad spend, with notable success in venison and jerky product lines. Subscription enrollment increased significantly, with a twenty percent higher retention rate due to improved onboarding and data-driven personalization. Website engagement improved, with a seventy-two percent increase in time spent on key pages and faster conversion times.
Matt Watson, CEO of Watson, reflected on the partnership:
“Maui Nui is a brand with a mission as compelling as its product. Our role was to honor their roots while building a platform for national growth. This wasn’t just about marketing—it was about helping a sustainable brand scale with integrity.”
Through thoughtful storytelling, technical innovation, and a channel strategy rooted in Maui Nui’s core values, the brand has successfully transitioned from a local solution to a national leader in sustainable meat.
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