Our mission was to create a content hub for iCandy - one that could render the brand an ultimate voice for all things parent with its balance of stimulating written and visual content. But essentially, we needed to grow a sizeable appetite among this community to purchase iCandy products and keep them coming back for more. This is where content hub “iC Life” was born.
We recognised the power of strengthening the brand’s ties to their target demographic with meaningful content, hot on topic and delivered in snack-able packages. To achieve this, iC Life needed to avoid the burdensome load of pure sales mantra, yet still be consistent with brand tone of voice. iC Life had to become the ultimate parenting companion – just like the pages of an industry authoritative, premium magazine. So, from fashion to health, expert commentary, technology and more, we enhanced reader experience by outfitting these relevant iC Life subsections on a daily basis with appealing content that would lock users into the enriching iCandy experience. To hit KPIs, our approach needed to be strategically informed by a balance of keyword analysis, product sales performance, trending topics and bespoke material. That’s not forgetting the tight influencer outreach and social media promotions strategy built around it to leverage engagement and site traffic.
After iC Life launch, traffic to the site from social referrals increased by 184% year-on-year. The content hub also slotted in with our wider SEO strategy for the brand, so iCandy could climb search rankings for relevant keyword terms to thus generate relevant site traffic and form brand advocates. A further result was developing a greater audience among consumers who may have otherwise not come across the brand and its array of show-stopping products.