Challenge
The Essity Consumer Tissue digital team wanted to reach their audiences with content that answered their queries around Essity products and use occasions, as well as the Essity brand purpose. They wanted this content to be compelling, to truly deliver performance, and to be efficiently localised across more than 15 markets.
Approach
Starting with analysis of the search landscape and competition, we designed a global and local content strategy that would address consumers’ most common concerns in key markets. We produced the content and localised it, while working closely with the development agency to ensure the website build was aligned to Google’s best practice. As the websites were rolled out and the content was activated, we established content partnerships with local bloggers to create awareness.
Insight
Within a year, organic sessions to the website had grown to a whopping 36% of total traffic.
This was helped by a targeted link building programme that generated backlinks to Essity’s website.
Impact
With 4 million sessions in 2020, organic search is the main source of traffic to Essity’s Consumer Tissue websites.
