Elizabeth Arden
Client Story
At A Glance
16%
5000
About Elizabeth Arden
About Elizabeth Arden
The Challenges
Brand New to Digital
Prior to engaging Brew, Elizabeth Arden primarily focused on traditional marketing and leaned heavily on a well-known brand. They knew they needed to invest in digital to keep up with competitors, but had no idea where to start. They didn’t just need someone to fulfill marketing activities – they needed comprehensive digital marketing strategy and fulfillment, from start to finish.
Lacked Brand Recognition with Primary Audience
Elizabeth Arden was a bit too associated with women above 40+ years old. If they were going to continue to move forward and remain a dominant brand for years to come, they would need to engage and improve brand recognition with younger audiences. They needed a sound strategy and approach to do so.
Struggling Sales Numbers
Because of a lack of brand recognition among younger audiences, Elizabeth Arden was struggling to hit sales numbers in SEA. They needed to improve awareness and drive more sales in order to keep up with annual revenue goals. If they were going to improve revenue, they needed an extensive eCommerce strategy carried out by experienced marketers.
The SOLUTIONS
After hearing Elizabeth Arden’s biggest pain points and needs, we developed a multichannel and multifaceted digital marketing plan to address each challenge and ultimately improve sales. We presented six primary solutions:
Setup on eCommerce Marketplaces
If you’re going to sell products in Singapore and SEA, you need to be on Shopee and Lazada. Only selling via their website was severely limiting Elizabeth Arden’s reach and sales potential. So we helped them get their stores set up on the most popular eCommerce marketplaces in SEA to expand their reach and sell more products.
Marketplace Storefront Design
We didn’t merely set Elizabeth Arden up on Shopee and Lazada, we custom designed their storefronts to be attractive and aligned with their brand to drive engagement and sales. A standard storefront just won’t cut it in today’s market – they needed to stand out.
Marketplace Storefront Design
We didn’t merely set Elizabeth Arden up on Shopee and Lazada, we custom designed their storefronts to be attractive and aligned with their brand to drive engagement and sales. A standard storefront just won’t cut it in today’s market – they needed to stand out.
Lazada and Shopee SEO
A beautifully designed storefront wouldn’t mean much if no one ever found it, right? We worked hard to optimize their stores and individual products to rank well on these marketplaces through optimizing images, titles, product descriptions, and much more.
We got the two highlighted products ranked first and second for “anti aging.”
End-to-End Creative Strategy Design
We strategized and developed all of Elizabeth Arden’s creative. We owned the whole process from scratch – from audience research to videos and ad mockups. We paid special attention to tone and overall mood as we aimed to improve reach with younger audiences. We also focused heavily on showcasing the product and highlighting the key benefits.
Not only did we design their creative strategy, we also worked with Lazada and Shopee to produce campaign and promotion mechanics for online shopping festivals. We ensured Elizabeth Arden got the most out of each online shopping festival day.
Funnel-Focused Ads On Multiple Platforms
We took this creative strategy and brought it to life through Google, Facebook, and in-site ad campaigns. But we didn’t just press “Publish.”
We carefully laid out a detailed persona journey and ensured our ads communicated the right message or offer at the right time to convert Elizabeth Arden’s customers. Our TOF (Top of Funnel) ads focused on introducing the product through benefits-focused messaging while our BOF (Bottom of Funnel) ads offered incentives like free samples and discounts.
TikTok Ads for Sample Redemptions
In an effort to appeal to a younger audience, we introduced Elizabeth Arden to TikTok. Our TikTok strategy primarily revolved around ads that promoted sample redemptions. If we could get the product into people’s hands, we knew we could sell it.
TikTok Ads for Sample Redemptions
In an effort to appeal to a younger audience, we introduced Elizabeth Arden to TikTok. Our TikTok strategy primarily revolved around ads that promoted sample redemptions. If we could get the product into people’s hands, we knew we could sell it.
The Results
Digital Transformation for Sales Growth
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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