Essity’s Global Consumer Tissue brand teams wanted to raise awareness of their brand purpose and become an online authority for the topics of health, hygiene and care, family life, and family fun.
Starting with analysis of the search landscape and competition, we built a global and local content strategy to produce master articles that could be localised and published across the brand’s 30+ websites. Articles were chosen for localisation based on local search opportunity and optimised for relevant search terms.
Content around purpose performs more strongly than non-purpose content; Essity’s purpose-based content attracted an average of 1.28k organic sessions per article in 2020 compared to 1.15k sessions for non-purpose content. In total, purpose-focused articles contributed 2.28m organic sessions in 2020 compared to 1.45m for other articles.
With an ‘always-on’ content strategy, Essity brands became highly visible on Google results for topics related to ‘hygiene and care’. When the COVID-19 pandemic brought greater interest to that area, their content experienced a 25% increase in clicks and organic traffic, making Essity brands the source of clear and helpful information for consumers keen to learn more about the topic.