All Things Hair

Unilever Haircare

The world-leading hair publisher destination, powered by Unilever.

Bronze for Fashion & Beauty Website & People's Lovie

Best Use of SEO for 4 years

Best Use of Data in a Campaign

30M

Organic traffic sessions a year

8X

Greater reach than Unilever hair brand sites

5X

ROI with organic vs. paid traffic

Brief

For All Things Hair to become the leading, beauty-led destination for haircare inspiration, queries and solutions, and to conquer the organic search landscape globally for Unilever.

Solution

With deep audience insights, SEO content optimisation and fast-paced tech at its core, ATH taps into billions of unbranded, hair-related search terms to create needs-led and inspiring content, whilst showcasing Unilever’s portfolio of hair products.

What we did

All Things Hair has over 17K SEO articles providing readers with honest reviews, informative content, latest trends and topical conversations around hair – empowering them to explore their authentic selves. With an always-on approach, audience and channel insights inform impartial editorial written by hair experts to help audiences along their hair journey. Continuous SEO content optimisation alongside tech updates are crucial to maintaining superior quality, and boosting high keyword rankings, organic search visibility and reader engagement.

Results

All Things Hair has achieved monumental global audience growth and engagement YoY since its inception in 2016. The hub welcomes tens-of-millions of organic users to the 11 sites every year, and ranks in the top 1-10 keyword positions on Google for over 43K haircare and hairstyles. All Things Hair owns majority share of search and has higher organic site performance than Unilever’s own hair brand sites, proving the power of an audience-first, agnostic content space. In 2022, organic traffic sessions achieved are equivalent to spending £26.9M on paid media for the same results. The hub has zero reliance on paid media to generate traffic, rankings and search visibility, delivering huge savings for Unilever.

‘All Things Hair and our partnership with Greenpark is an extremely important element of driving interest and engagement with consumers across multiple markets. The platform represents a unique take on brand publishing today. It’s great to see our efforts being recognised by winning awards at Lovie Awards, CMA, Global Content Awards and more.

Tina Martin

GLOBAL HEAD OF SEARCH, CONTENT & DIGITAL ENGAGEMENT FOR HAIRCARE

Unilever