For The Kombucha Curious
Equinox Kombucha’s aim was to entice new customers by positioning Equinox Kombucha as a healthier, tastier and more interesting alternative to juices and fizzy drinks.
Ambition
We were tasked with creating educational, accessible and engaging content aimed at encouraging consumers to buy kombucha on a regular basis. To measure our success with Equinox Kombucha, Semetrical were set the following targets:
- To increase brand awareness and elevate the perception of the brand from a niche kombucha product to a popular soft drink
- To boost visibility and rankings online for competitive priority terms, to drive traffic to the site and generate more sales via the online store
- Increase the number of keywords in positions 1-10 by 10% inn 6 months and 25% in 12 months.
- Achieve a 20% uplift in social traffic Q1 2019 vs. Q2 2019.
- Achieve a 10% uplift in social traffic from Q2 2019 vs Q3 2019.
- Boost online sales by 20%in 3 months (from the new site going live).
- To utilise digital channels to facilitate and nurture productive relationships with influencers and bloggers
- To create engaging and useful content to engage and delight potential (and existing) customers
- To amplify content performance through tailored and targeted social media promotion strategies.
Strategy
Our strategy was to focus on semantic topics that relate to Equinox Kombucha’s key pillars to normalise and demystify their kombucha
Equinox Kombucha undertook a major rebrand and launched a new website in February 2019. We carried out extensive SEO keyword research and competitor template analysis to inform exactly how the website should be structured and what content should be included on each page. We also provided specifications and SEO copy for every page on the website to ensure it was highly optimised and useful to enable the site to rank for priority terms. Using social listening, content and follower analysis and competitor research, we defined five key buyer personas. These were used to provide an insight the values and interests of Equinox’s target customers and inform decisions on content formats and topics to create:
- Health Conscious Mum
- Unpretentious Vegan
- Teetotal Student
- Successful Single Professional
- Politically-Active Volunteer
From this research, we were able to map content using Equinox Kombucha’s five key pillars (or brand values): Taste, Health, Craft, People (or Social Cause) & Vibe to form an effective content strategy. From our keyword research and social listening, we uncovered insights that suggest that consumers were apprehensive and ‘curious’ about kombucha. This included informational search terms such as:
- ‘what is kombucha’ (2,400 monthly searches)
- ‘what is a scoby’ (170 monthly searches)
- ‘is kombucha safe’ (30 monthly searches)
- ‘does kombucha contain caffeine’ (30 monthly searches)
From our social listening, we also found that consumers found it difficult to find a healthy drink that tastes good, too. This highlighted the potential for Equinox Kombucha to devise a content strategy that provides answers to these questions in a fun and accessible way and change the perception of kombucha. Equinox Kombucha’s aim is to disrupt and challenge the status quo and play with potential, so we wanted our content to reflect this. As kombucha is a still a relatively new drink, our strategy was to focus on semantic topics that relate to Equinox Kombucha’s key pillars to normalise and demystify their kombucha, and create content that was highly relevant to their target customer e.g.
- ‘what is kombucha’ (2,400 monthly searches)
- ‘what is a scoby’ (170 monthly searches)
- ‘is kombucha safe’ (30 monthly searches)
- ‘does kombucha contain caffeine’ (30 monthly searches)
Semetrical won ‘Best Integrated Content Campaign’ at the European Content Awards 2020 for our work with Equinox Kombucha to boost rankings for priority terms and increased online conversions by 79%.
Achievements
Semetrical elevated a niche kombucha drink into a sophisticated lifestyle brand through varied and highly engaging content across social, email and on-site content. By providing highly optimised on-site content, engaging social and blog content and through targeted email marketing, we were able to boost rankings for priority terms and increase online conversions by 79%. We were involved at every stage, from the website build to the day to day content, social and email strategy. We have been instrumental in helping Equinox Kombucha express their personality after their rebrand, differentiate themselves from competitors and establish themselves as the best-tasting, most authentic and affordable kombucha on the market. Semetrical helped Equinox Kombucha to realise and exceed their digital ambition within 6 months by delivering:
- Online revenue for Equinox Kombucha increased by 79% between August 2019 and November 2019 as a result of our optimisation strategy and campaign management.
- Online sales for Equinox Kombucha in Q3 2019 increased by 14.7% from Q2 2019 as a result of our strategy.
- In just 6 months, the number of keywords in positions 1-10 increased by 35% between February 2019 and August 2019.
- Our success continued as the number of keywords ranking in positions 1-10 increased by +49% between February 2019 and November 2019.
- Social media traffic to the Equinox Kombucha website increased by 85% from Q1 2019 vs. Q2 2019.
- Social media traffic to the Equinox Kombucha website increased by +34% from Q2 2019 vs Q3 2019.
“We’ve been very impressed with Semetrical, and found them to be insightful, enthusiastic, dedicated and fully immersed in our challenger brand. Semetrical have been a significant partner navigating the often complex and jargonized world of digital marketing. Would highly recommend.”
Jon Lloyd, Creative Director at Equinox Kombucha
