Case study · Retail & food
Salt & Pepper is an iconic Australian homewares brand with stores nationwide and a large online presence. Open most kitchen cupboards in the country and you will find something with its label on it.
The challenge
Salt & Pepper first engaged us to improve its paid presence. The brand needed ads that converted and delivered a strong return on investment, and a product range and promotion calendar this busy deserved to be shouted about.
The next step was to carry that momentum into organic and content based work. That meant improving SEO hand in hand with delivering content: blogs, range copy and product descriptions.
Essentially, our job under an ongoing agreement was to improve the website and to bring the right people to it, people who would ultimately buy.
The established homewares range ran to hundreds of products, many without descriptions that could support either search or a customer’s decision to buy. Until that changed, no amount of traffic would do its full job.
Approach
We started with social media advertising and search advertising, then followed and strengthened them with SEO and content writing. The initial focus was Facebook and Google Ads. By quickly tapping into both existing and new audiences we established a funnel approach, so users saw a variety of ad formats showcasing different ranges and new products.
The aim was to show users content relevant to them without overloading them. That ran across all ad types on Facebook and Instagram, as well as Google Shopping, search ads, display remarketing and YouTube ads.
An extremely effective first three months saw Salt & Pepper’s overall online revenue triple month on month, which allowed the business to reinvest in an SEO and content strategy. That involved on-page and off-page optimisation and technical work, supported by a wealth of blog, product and range copy.
Paid and organic were planned to work together. Social and search advertising moved revenue now, while SEO and a substantial content program built the organic foundation for later.
The shift
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The work
Overall, Salt & Pepper’s monthly online revenue increased 312% across twelve months of working together. On-brand, appealing design and copy kept the Facebook ads returning an average of 9x across the same period, while carefully written and targeted Google Ads returned an average of 7x. The business gained ground on its competitors and came off the back of a global pandemic in great shape.
Increase in monthly online revenue across twelve months.
Average return on investment on Facebook ads across twelve months.
Average return on investment on Google Ads across twelve months.
The content work ran at catalogue scale. We wrote more than 1000 product descriptions in the brand’s new quirky, personable tone of voice, alongside blog and range copy, each piece increasing keyword density and optimised for search while still using anecdotes to carry the charm of the brand.
The organic results followed. Comparing a three month period with the previous three months, rankings for the top 20 keywords improved by 34%, the number of keywords Salt & Pepper ranked for rose by 25%, and organic revenue climbed with them. We helped the brand be seen by the right people, then made sure they were impressed enough to buy, and buy again.
Increase in organic revenue from SEO, three month period compared with the previous three months.
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