Unilever’s All Things Hair honoured at the International Content Marketing Awards

Green Park Content wins Best Use of SEO at the International Content Marketing Awards.

Green Park Content has won Best Use of SEO for Unilever’s All Things Hair at the International Content Marketing Awards during a ceremony held in London on November 26.

The awards aim to highlight the most original and effective work in content marketing and attracted entries from 23 countries and 150 agencies.

Green Park Content won Best Use of SEO for demonstrating the role of content in driving optimum search results. In this hotly contested category, its work for All Things Hair in 2018 involved creating content at unprecedented scale, encompassing more than 7000 locally relevant articles and 700 videos.

The radical SEO strategy saw Unilever’s hair brands no longer competing for hair-needs based search terms, moving instead to more impartial, editorially driven content without brand approvals or even reviews. The results saw a 56% increase in audience to 18.2m in 2018, with 50% of traffic generated organically, the site paid for itself twice in terms of media investment across 2018 and boosted purchase intent across multiple Unilever hair brands.

The judges described all things hair as: “They did something bold, brilliantly! By understanding how people search for inspiration around hair, they created a new platform that was broad in scope, ambitious and has been incredibly effective – all of which makes this entry a clear winner”

Jonathan Fink, Head of SEO and Innovation at Green Park Content said: “We’re delighted to win the CMA award for Unilever against such stiff competition. It’s a testament to the hard work of our team who work with this brave client across nine markets, producing original content in six languages.”

See All Things Hair here. A full list of winners can be found here.

Further information from:
Louise Ioannou
Marketing Manager
Green Park Content