Member Article

Unilever’s all things hair honoured at the international Content Marketing Awards

London based brand publishing specialists, Green Park Content has won ‘Best Use of SEO’ for its innovative All Things Hair campaign for Unilever, at the International Content Marketing Awards 2019.

Received at an awards ceremony in London on 26th November 2019, the International Content Marketing Awards aim to highlight the most original and effective work in content marketing and attracted entries from 150 agencies, spanning 23 different countries worldwide.

Green Park Content won Best Use of SEO for demonstrating the fundamental role content marketing can play in driving optimum search results. In this hotly contested category, its work for ‘All Things Hair’ involved creating content at unprecedented scale, encompassing more than 7000 locally relevant articles and 700 videos.

The radical SEO strategy saw Unilever’s hair brands no longer competing for hair-needs based search terms, moving instead to more impartial, editorially driven content without brand approvals or even reviews.

The results saw a 56% increase in audience to 18.2m in 2018. With 50% of traffic generated organically, the site has proved to be hugely profitable in terms of media investment and has helped to not only reduce their costs on paid media, but also boost purchase intent across multiple Unilever hair brands.

The International Content Marketing Awards’ Judges described the All Things Hair campaign as: “They did something bold, brilliantly! By understanding how people search for inspiration around hair, they created a new platform that was broad in scope, ambitious and has been incredibly effective - all of which makes this entry a clear winner”

Jonathan Fink, Head of SEO and Innovation at Green Park Content added: “We’re delighted to win the CMA award for Unilever against such stiff competition. It’s a testament to the hard work of our team who work with this brave client across nine markets, producing original content in six languages.”

Founded in 2014 by Sven Lung, the Founder of e-Commerce empire, Brand Alley, Green Park Content is a global brand publishing agency, headquartered in London city centre.

Specialists in creating effective and innovative brand publishing strategies for leading brands like Unilever, the firm employs over 200 staff.

This was posted in Bdaily's Members' News section by George O'Hara .