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Kind Natured

Strategic marketing for natural beauty brand moving from Boots retail to D2C

Kind Natured traditionally sold their natural skin care products in retailers such as Boots. Emily worked with their parent company Swallowfield PLC to develop the digital identity & tone of voice for the brand. From here they sought to establish a direct to consumer business model selling their natural hair and body products straight to consumers. We were tasked with driving online sales through the use of search marketing, performance marketing and longer-term content led SEO strategy.

Sector

Beauty and personal care

Expertise Delivered

Paid social

Google Shopping

SEO

Analytics

Visit Site

https://www.theunexpektedstore.com/brands/kind-natured.list

GROW

Performance media and SEO strategy

Performance media and SEO strategy

Facebook, Instagram and Google Shopping were perfect platforms for us to create product-focused adverts. Using retargeting, we served users the specific products they'd browsed or added to their basket to help accelerate conversion. We also worked on a SEO strategy to help strengthen visibility longterm.

Social Media Advertising

Consumers have never had so many distractions that prevent them from completing checkouts. Using Facebook and Instagram retargeting We ensured users who 'added to basket' were reminded at a later stage.

Google Shopping

Using Google Shopping provided instant SERPs visibility for key generics such as 'sulphate free shampoo' and 'paraben hair products'.

SEO

Our longterm goal was to supplement SEO with performance media but with any new site launch this was going to take time. We set about conducting an SEO audit before implementing product category landing pages, Internal linking, robot.txt amends and Schema markup improvements (stock status, reviews and price).

Analytics Setup

Starting a new website and digital advertising meant setting up not only pixels and revenue tracking but all the advertising accounts too. We could then move onto creating reporting dashboards.

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