Hairstyle inspiration searches have increased dramatically, and publishers and beauty sites were the main destinations, not brands. Unilever wanted to transform its influencer-led All Things Hair YouTube channel into an online SEO-driven brand publishing destination to capture leadership of the 17 million hair category searches each year to ensure that Unilever haircare products are discovered through intent-led searches, ranked first on Google and top of mind for more customers throughout the customer journey.
Planning & Execution
Green Park Content created AllThingsHair.com, a one-stop global, hair-related digital destination and the go-to-content hub for hair inspiration, style guides and articles, product tips, hair tutorials and hair trends, all whilst showcasing Unilever’s extensive range of hair care products. Each piece of SEO-driven content for All Things Hair is informative, relatable, and carefully crafted to deliver against and answer all relevant, evergreen and trending search queries. The All Things Hair site is global, active in 11 global markets, active in 6 languages and showcases 64 Unilever hair care brands with more than +7,000 articles published and +700 videos created. All Things Hair has E-comm functionality and with intent-led searches helping customers, the searches are much more likely to end in purchase and conversion.
Since 2016, Green Park Content has been responsible for the strategic direction of the site and creating all the SEO-enhanced content, technology, as well as multimedia content production, working in close partnership with other Unilever on a global level, delivering:
- Website development
- High volume, high scale-up content creation of premium, search-optimised editorial articles
- Video and image production
- Influencer management (engaging influencers for link building with their own content, and creating bespoke content)
- Social posting and community management
- Newsletter creation and distribution
Effectiveness / Results
Unilever’s multi-award-winning All Things Hair Content Hub is renowned as the gold standard for global brand publishing in terms of user experience, design, effectiveness and ROI.
In the UK alone, over 10,000 hair care and style terms currently rank in the top 10 positions on the Google results page for All Things Hair, in the US that figure reaches over 56,000. And that’s just two out of our ten markets, every month we’re sending millions of users globally to the hub and achieving massive savings for Unilever in paid media, whilst maximising first party data. Since All Things Hair’s inception in 2016, All Things Hair has achieved +342% global audience organic traffic growth YoY proving the performance of global brand publishing and All Things Hair business model. Despite the global COVID-19 pandemic gripping the world in 2020, All things Hair experienced its most successful year on record with nearly 40 million sessions and helps Unilever to maximise organic traffic, accelerate customer conversions and optimise the collection of first party data whilst achieving massive savings in paid media. Here are some of the key highlights:
- 2020 saw +342% organic traffic increase on the previous year
- By the end of 2020, organic traffic had reached +39.7 million sessions
- Average user search volumes across 8 of our ATH markets grew year-on-year by +35.25%
- We surpassed our annual traffic target by +59%
- Despite a global pandemic, this accelerated to +600% above 2019 figures for the next 9 months of the year
Our reactive strategy in response to Covid-19 meant that overall growth in H1 2020 ensured that All Things Hair traffic in 2020 was well ahead of user search trends. This led to great successes in growth hacking overall traffic numbers as outlined in our outstanding results and Green Park Content’s recognition in multiple global industry awards.
*Numbers are accurate at the time of publication but may not be the latest results.