HighKind – formerly known as Synergy Extracts – were looking to reach new heights organically but were stuck with an outdated website and about to embark on a full-scale rebrand. The brief was to first put together a functional spec to ensure the new build was SEO-ready from the off. Following this, HighKind needed a complete rethink in terms of organic strategy and a jumpstart in terms of optimised copy.
Working closely with the developers, Terrier set out drawing up a full functional spec for the new WordPress/WooCommerce site. This was the right choice of platform and allowed the site to nail a lot of SEO requirements out of the box.
Once the site was created, a complete overhaul in terms of site copy was conducted by Terrier’s content team. This started with a full keyword research dashboard across the site’s entire range of pages, products, categories, etc. Fresh copy was drafted up for every product on the site. A new category structure was also implemented the corresponded to how users searched for CBD-related products.
CBD in itself is quite a new industry so getting a march on the competition in terms of backlinks was vital. Mass link profile analysis was conducted across dozens of brands in the space – all with their own marked link building priorities. This gave HighKind a broad range of options to go after.
HighKind site launched complete with rebranding after the development phase. The site massively outperformed the old build in terms of technical SEO spec – scoring upwards of 90% in various site auditing tools.
The new category structure gave HighKind far more organic avenues to optimise around. The site’s organic efforts were supported by unique, optimised copy on every page – be it a category, a product page, etc.
The site was also now readily listed across every trustworthy directory site and 1,000s of competitors links were collated and analysed.
The KiK site had once performed extremely strongly in organic search listings, and reliably brought in a healthy revenue. However, over 2016 the brand lost this momentum. A decrease in revenue was paired with falling organic search listing figures.
Terrier began exploring methods to build the site’s authority. Technical issues, such as page load speed, were identified and addressed. The site was updated with fresh, reworked content. To increase brand exposure, Terrier contacted hundreds of influential vaping reviewers, experts and vloggers from around the globe. These relationships promoted the KiK brand across a variety of respected channels.
KiK’s organic traffic listings rose back to the figures achieved previously.
Over 80 vloggers, bloggers & Instagram users agreed to review the product.
The brand got a top 3 ranking for the term “e cigarettes” in Google.
Overall sales from organic search increased 46% year on year.
One thing Original London Theatre has in buckets is original content. As a team, they produce great video content with alarming frequency. On YouTube, they’re streets ahead of any other UK theatre channel. However, this content wasn’t always fully optimised or ticking every technical box.
We set out getting every piece of content up to best practice. This task ranged from developing strong, long-term themes for videos to sit within, to implementing stronger intros and annotated end cards on their YouTube content as standard.
Put simply: The Official London Theatre channel is now a best practice YouTube channel across the board. This in itself is great, of course, but it’s also supported in the numbers: over 3.5m views a month on average, massing an average monthly watch time of 3.5 million minutes.
Taste Inc. have recently changed the direction of their product range, moving from microwavable burgers to 100% chargrilled chicken fillets. This of course requires an equal change of direction regarding market positioning, target audiences and customer bases. A large percentage of the brand’s existing followers across digital and social media platforms hadn’t engaged with the brand since they changed their product range. Equally their email newsletter list had ceased to be sent regular email communications.
Build a 6 month plan for the client which included blog content, weekly social competitions, Bi-monthly Facebook competitions app and a monthly newsletter, all aiming to build a new brand identify and communicate it to the existing following base. In addition to this, a blogger outreach campaign was launched for Taste Inc in order to raise awareness about the new product range and Taste Inc. as a brand on the whole..
Terrier have helped Taste Inc. continue to update their brand and image, whilst also increasing customer interest and engagement online:
• 18,000 people new data captured through the Facebook and onsite competition
• 2,500 people liking, sharing or commenting across social channels in 1 month alone.
• 25% open rates on average on all email communications
• 7,733 twitter followers
The power of outreach in digital marketing should come as news to nobody.
Outreach is a simple but effective marketing tactic. People are hard-wired to trust human-to-human product recommendations, especially over traditional adverts and paid PR activity. This is well proven in the fashion industry, for example.
As the West End’s authorised ticketing outlet, Official London Theatre were looking for greater visibility amongst prospective customers – especially amongst users outside the traditional theatregoer mold.
Terrier set out drawing up a full-scale outreach campaign for Official London Theatre. To remain agile and flexible, the campaign would focus on one show at a time. This would give Official London Theatre a ‘package’ to offer to productions: ‘If you’ve got a quiet night coming up in a few weeks, we’d love to invite twenty influencers down to cover it on their channels!’
Influencers were picked according to a series of models: Cost per Engagement, Cost per View, etc. This way, we could guarantee a numerical return on the activity – be it on Instagram or YouTube. This activity would therefore be incredibly cost-effective, comparable with any other form of paid digital activity.
In return for the pair of free tickets, influencers were instructed to cover the show in whatever manner they say fit – as long as they tagged/linked to Official London Theatre, as well as the play’s channels/site. Everybody wins!
In terms of results, our method must first be outlined. As the overwhelming majority of our influencers attended performances with the intention of covering it via their IG stories – we were unable to access concrete view/engagement numbers.
Rather than over-estimate this, we’ve based our results off a very conservative sum: 5.17% of our influencer’s total followers were guaranteed to view the stories posted. This metric is based off research conducted into large, branded Instagram channels – rather than micro/macro influencers.
So, it’s more than fair to wonder if our results are considerably higher – wonder. Anyway…
Over 360k users saw stories posted from our influencer nights, all of which were tagged to the Official London Theatre IG account. In addition, supplementary feed posts received over 10k likes. YouTube content created around the shows was viewed over 50k times too!
