Creating A-grade Story-Telling ContentReckitt Benckiser
IndustryHealth, Hygiene & Home
In BusinessSince 1814
When we first began working with the eCommerce branch of Reckitt Benckiser, the initial brief was for us to create outstanding content for online eCommerce platforms such as Takealot, Dischem, Clicks, Woolworths, and Pick n Pay.
Their goal was to increase their share of search through telling a story.
We were intrigued by the task. The idea of content that tells a story is hardly a new thought, but it is something that is often neglected when it comes to eCommerce.
With content that tells a story, our clients get a click, a lead, and increased brand loyalty. Their audience feels engaged, heard, and appreciated.
Our Customised Journey
Because we had been working with RB before this request, we had already performed a substantial amount of research into their target market and these behaviours.
To create visually stunning work that would rank highly on eCommerce platforms, we needed to gain a better understanding of their online shoppers.
Our strategy team spent time compiling lists of keywords, specifications, and colour palettes that would appeal to online shoppers. This allowed our design team to work on visual content which would guide RB’s customers on an exciting customer journey.
What Did We Deliver?
We created memorable headlines, eye-catching visuals, and SEO-focused meta-descriptions for the RB eCommerce campaign.
All of this was then fed into state-of-the-art artificial intelligence technology which compared our digital work to the platform-specific guidelines and standards. This feedback helped us to improve and adapt our strategy.
We created a digital campaign for Durex and Dettol and after its success, the eCommerce branch of RB tasked us with creating an updated version for the year 2020. We were eager to start after the impressive results of our previous campaign.
Continuous Testing For Optimal Results
We used this opportunity to create new content, messaging, and visuals which factored in global trends. We closely monitored this new content using A/B testing in order to ascertain the impact it was having in the market.
A/B testing allows us to edit work every week to assess what was performing best and how the platforms were performing with the specific content.
We also provided digital creative services, including graphic design and asset creation, for uploading to the various eCommerce platforms.
eCommerce That Tells A Story
We built a better understanding of the Reckitt Benckiser brand, the platforms they work with and which best suits their goals, and what their customers need.
The RB eCommerce branch has become a long-standing client with Inversion and we are continuously striving hard to improve their brand both in terms of eCommerce and on their social media platforms.