Situation

In 2016, Unilever needed to a way to transform their influencer-led All Things Hair YouTube channel into an online destination. Individual hair care brands were competing for the same needs based content and were up against established publishers, platforms and devices within the world of beauty and lifestyle. It was important to understand what people were seeking out and how. Independent research showed inspiration searches (e.g. hairstyles) had increased dramatically and publisher or beauty sites were the main destinations, not brands. Consumers wanted brand agnostic advice and that advice was enabling their onward journey. The brands couldn’t compete on their own.

Content/Data & Tech/SEO

Unilever Image

Solution

All Things Hair evolved and became a one-stop online destination ‘content hub’ for style guides, product tips, tutorials and trends to showcase Unilever’s broad range of haircare products. Our team of SEO, editorial, content specialists and haircare experts create content in 10 markets for ATH with the support of 3 global studios. Each studio runs 7 shoots per month with models sourced by our team, to produce 126 videos, 1,890 images, and 156 social assets for use on social and the All Things Hair Hub. Each piece of content is carefully crafted to deliver against relevant search queries, putting the audience first with relevant recommendations and targeted, engaging content that helps and informs.

0

hair care terms rank
first page on SERP

0

%

increase in online
views compared to 2017

0

M

online views
in 18 months

0

M

users to the website
via social channels

Results

All Things Hair content ranks on the first page of results for 4600 hair terms and over the past 18 months we have generated over 19m online views, with 50% coming from organic, and 2.6m direct searches for All Things Hair as we create a recognisable and popular digital brand. We’re delivering massive ROI for Unilever compared to their paid search costs. The project is ongoing.

  • First page results for 4,600 hair terms
  • In 18 months, we generated over 19m online views
  • 1,000,000 users to the website via social channels
  • 50% of traffic to allthingshair.com comes in from organic traffic, In 2018 our audience visited the site 18.2 million times across all sources – an increase from 10.1 million in 2017, that’s over 56% increase.
  • We drove 2.6million direct sessions, up from 1.1m in 2017 –proof we’re creating a recognizable and popular digital brand.
  • Allthingshair.com enabled Unilever to be extremely efficient with their paid search investment. In 2018, All Things Hair paid for itself twice.
  • Consumers who experienced All Things Hair have a higher purchase intent across multiple products.

Objective

Create a one stop hub for all Unilever hair care brands to compete with publishers, platforms and devices established within the world of beauty and lifestyle for hair care research terms.

Audience

Predominantly 25 - 34 years old, female

Category

Beauty, lifestyle

Solutions

SEO, Content Strategy, Production, Localization, Editorial, Web Development, Social, Influencers

Social Media