Through effective targeting and an intelligent content-strategy, Hairshark saw the number of keywords they appear for increase exponentially.
Throughout the campaign, we saw the number of conversions more than double as a result of organic performance.
While site traffic has increased on Hairshark’s site, so has the proportion of this traffic that is relevant, engaged and ready to convert as a result of our SEO campaign.
The number of new users to Hairhark’s site increased as a result of greater visibility on organic searches.
We increased reach by over 50% in the first quarter of the campaign through brand awareness on social media.
Transactions increased due to our precise targeting and understanding of Hairshark’s audience on social.
Video content was vital for the growth of Hairshark’s brand online. We increased video views by almost double during the first 3 months of their campaign.
Through the use of strategic targeting and custom audiences, we increased checkout initiations in the first quarter of the campaign by over 200%.
Hairshark brought us the world’s first two-sided backcombing brush, which is a revolutionary tool in hair styling. The brush has gained a lot of celebrity attention and is taking the UK hair-styling scene by storm! Their mission is for their clients to achieve salon-quality hair at home, and to achieve fuller and more volumised hair without a trip to the salon. After years of perfecting the product, creators Jo and Anders got the opportunity to go on the Channel 4 show Buy It Now and the rest is history! Hairshark approached Embryo to help boost their sales through both technical SEO and Social Media marketing.
The client had low-level visibility for a small number of non-branded keywords, with organic traffic only coming from brand keywords, which really limited their reach, especially as a relatively new company. This meant that very few users were actually seeing Hairshark on the SERP, even if they were looking for similar products.
Hairshark had never used Social Media marketing prior to working with us, so their online presence was fairly minimal. Especially in the health and beauty industry, trust and a strong reputation are key in achieving sales through social. As Hairshark hadn’t previously invested in social, they didn’t have that key foundation in the minds of users, and weren’t seeing any results.
These two issues combined meant that Hairshark wasn’t reaching their full potential online, so we needed to provide them with the opportunity to maximise their digital presence and genuinely start making a difference to their business.
We needed to gain traction from a wider net of keywords, so chose to not only target long-tail searches and less competitive terms, but also more generic, competitive and popular searches to help pick up organic traffic in more significant volumes. Using link building, content and on-page optimisation, we targeted a wide variety of relevant keywords from our in-depth research, resulting in an incredibly positive impact on the campaign when we look at traffic, site visibility and, of course, the all-important sales! By effectively targeting keywords that made sense for Hairshark and their business, we were able to show them to customers who previously wouldn’t have known the company even existed, and the results speak for themselves.
From a social perspective, we had to focus primarily on boosting the overall brand awareness of Hairshark, and so began our campaign by driving website traffic before any conversion-focused adverts. In such a competitive market as haircare, we had to ensure that Hairshark was displayed as the innovative, effective product that it is. In line with industry best practice, we utilised video ads to catch users on Facebook and Instagram to build brand awareness and create a strong and engaged following. These clear, demonstrative videos emphasised the benefits of the product, increasing audience recognition improving website traffic and brand awareness dramatically. Once Hairshark were equipped with this larger, more engaged audience, we launched conversion-based ads to start increasing sales in a meaningful way and really creating positiveROAS (return on ad spend) and ROI for Hairshark.