Purina EMENA SEO
Audience & Search Project For Purina EMENA With Award Winning Results
The brief
In the increasingly competitive pet food market, Purina needed to compete with its competitors. Purina didn’t just have to maintain share of voice – they required it to grow. To do this, they needed to be in the top search results to compete with their competitors, necessitating a bespoke content strategy.
We set out to grow organic SOV, organic traffic and 1st party data capture by talking to pet owners through every touchpoint of owning a pet. Our team of experts devised to do this by using a data-led, integrated content strategy.
174
Organic traffic
123
Share of voice in category
103
Top 3 rankings
WHAT WE DID
Through a comprehensive strategy of merging data analysis, audience insight, content auditing and keyword analysis, we identified a strong brand opportunity to achieve growth in organic traffic and search of voice.
Our team focused on reaching consumers looking for professional dog and cat-related advice and support, presenting Purina as experts in their field. This targeted a wide spectrum of customers and existing pet owners by adding value to their search journey. Here’s how we did it:
This strategy for Purina EMENA was data-heavy, meaning we had to be thorough with our research before going ahead with any content. We utilised many of our media platforms to analyse the search volumes and keyword trends, to understand the pertinent questions about the life stages of pet ownership.
To target the right audience, our team conducted a category and search space assessment of the pet care industry, which involved audience profiling to understand the audience’s needs. This was paired with international content auditing for the different Purina EMENA markets to devise an SEO strategy that would increase both organic traffic and share of search.
In line with this, we successfully completed a website migration project for x34 markets to target the right audience. By completing the migrations and assessments first, our experts were able to plan and publish extensive content for the content hub, along with sequential ECRM content programs for new pet owners.
Not only were the results a great feat, but we also won x2 Drum Awards in 2020 for this project.
“My thanks to TMWI, who have not only helped us reach, but surpass, our targets with outstanding performance this year, but also bring a level of innovative thinking and flexibility in their approach which has really helped us maximize our opportunities. With multiple concurrent projects running at the same time for us, they always go above and beyond to manage the day-to-day and long-term strategic thinking. Their client relationship management and ability to deliver reliably and within often short timeframes make them a core and valued presence in our digital conversations and activities.”
“To win not one but two important awards at The Drum Search Awards with Nestlé is testimony to our strategy of ‘effective innovation’ whilst recognising that building strong working partnerships and clear KPI led strategies deliver results. Nestlé Purina UK’s inquiring and supportive culture empowered us to create a unique bespoke strategy using our platforms to identify and then align their audiences and content programmes, which was crucial to generating the outstanding result.”
James Leonard
our Director of Digital Activation, explains why we won this award
WHAT PURINA HAD TO SAY
“My thanks to TMWI, who have not only helped us reach, but surpass, our targets with outstanding performance this year, but also bring a level of innovative thinking and flexibility in their approach which has really helped us maximize our opportunities. With multiple concurrent projects running at the same time for us, they always go above and beyond to manage the day-to-day and long-term strategic thinking. Their client relationship management and ability to deliver reliably and within often short timeframes make them a core and valued presence in our digital conversations and activities.”
Martina McHowat
Brand Experience Lead at Nestlé Purina UK, spoke about our amazing feat and strong client relationship