Overview
Ran brand-by-brand keyword research, an SEO and content workshop, and a PPC budget model for Joh. Johannson Kaffe, the Norwegian coffee importer and roaster behind Evergood, Ali Kaffe, Cirkel Kaffe, Farmers Coffee, Greenworld and Coffee of the World.
Who This Is For
Consumer goods companies running several brands in one market, with digital marketing handled wholly or partly by an external media agency. This case is most useful if:
- search spend is reported for the portfolio, not per brand
- in-house SEO and content skills are limited
- you are deciding which work should stay with the agency and which should come in-house
The Challenge
Joh. Johannson Kaffe managed digital marketing for six coffee brands through an incumbent media agency. It wanted a clearer, brand-by-brand view of its keyword landscape and of how efficiently its paid-search budget was spent, along with stronger in-house SEO and content capability across the portfolio.
Our Approach
The team now behind ECM.DEV delivered the work in 2016 through Hubster, their own content consultancy.
- Keyword research: detailed research across all six brands, refined over several iterations in April 2016.
- SEO and content workshop: a session for the marketing team on search optimisation and writing for search.
- PPC budget model: a paid-search model benchmarking a proposed in-house approach against the agency's spend across all six brands, covering search-term analysis, on-page content optimisation, a technical SEO review and ongoing AdWords management.
Impact
Search economics for each of six brands. Paid-search spend side by side, brand by brand, including Evergood and Ali Kaffe, informing how budget was allocated across the portfolio.
A costed alternative to the agency. An in-house approach priced against the incumbent's spend, so the choice could be made on numbers.
An in-house foundation. The keyword research and workshop gave the marketing team a practical SEO and content base across the whole portfolio.
A portfolio-level report hides which brands the money is working for. Splitting it by brand turns an agency relationship into a decision.
Delivered through Hubster, the content consultancy run by the people now behind ECM.DEV. Any public information referenced here is used for identification and does not imply endorsement.
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