Leveraging Creativity and Social Engagement to Boost eCommerce Brand Awareness
Applicable Functions
- Sales & Marketing
Use Cases
- Track & Trace of Assets
About The Customer
The customers in this case study are Asphalt Kingdom and Candy Direct. Asphalt Kingdom is a leading provider of asphalt and asphalt-related products, offering a comprehensive range of solutions for both residential and commercial applications. Despite their extensive product range and industry expertise, they were struggling to attract the online traffic and backlinks necessary for effective SEO. Candy Direct is an eCommerce site specializing in the sale of bulk vintage and nostalgic candy. They had no existing content on their blog and were seeking to increase their brand awareness and establish themselves as a go-to source for bulk candy purchases.
The Challenge
Asphalt Kingdom and Candy Direct, two eCommerce brands, were struggling to increase their online visibility and engagement. Asphalt Kingdom, a leading provider of asphalt and asphalt-related products, was not receiving the traffic or the quality and quantity of backlinks necessary to rank well in search results. They needed strong, natural links back to their site to boost overall SEO health and, ultimately, revenue. Candy Direct, an eCommerce site selling bulk vintage/nostalgic candy, had no content on their blog and needed to increase brand awareness as a go-to source for bulk candy. They aimed to create a rich and interesting library of blog content for potential customers.
The Solution
For Asphalt Kingdom, a creative approach to content marketing-based link building was adopted. The strategy involved targeting different customer personas and demographics with content that would be compelling and relevant to them. A linkbait piece featuring 3-D chalk art was developed, which was fun, unexpected, and had the potential to be a social media sensation. For Candy Direct, the absence of content opened the door for keyword research, creative brainstorming, and other possibilities. A multi-expert piece was compiled, interviewing Candy Stylists from around the world on how candy buffets can add pizazz to an event. A social engagement strategy was also implemented, involving a contest to guess the number of jelly beans in a jar to win cash, reinforcing the brand's nostalgic/vintage candy theme.
Operational Impact
Quantitative Benefit
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