Our objective was to increase the visibility for key terms in the search engine rankings for 10 RB brands in 22 markets
Our client, RB, manufactures and markets consumer goods in the areas of home, health and hygiene. These include such household names as Finish dishwasher tablets, Nurofen pain relief and Dettol disinfectant.
RB recognised that there was a high volumes of search queries globally related to issues in which their products could provide solutions. This represented an opportunity to increase consideration of their products when dealing with those problems.
The specific campaign metrics were as follows:
• Beating the three chosen branded competitors in share of voice based on a top 105 strategic keywords
• Hitting a % share of voice target per engagement/market
• Hitting a traffic volume growth target for identified landing pages per 10 brands
The model we built which could deliver on these criteria relied on Performics' network of 300 SEO professionals. The strategy had to deliver best in class results across every brand in every market so we developed a content based strategy, allied to technical optimisations.
A content calendar was provided centrally where our dedicated team of writers produced articles written according to strict tone of voice and content guidelines. These were translated and adapted by our teams locally. We built a sophisticated communications framework to facilitate this process.
In 2014 we focused on the logistical exercise of getting the engagement set up. By the end of the year we had localised content for 95 local brands/markets and by the end of the first cycle of the programme we will had produced and localised 654 articles in total into 17 languages, and spent over 46,000 hours content marketing, securing an estimated 7,000 links.
We have achieved the first KPI for nearly 50% of the local brands launched in 2014. Performance improvements for 75% of the local brands are on target to achieve the second KPI by the end of the programme.