From pos 15 to 1 on Google for the first time in history in UK/DE markets
The Challenge
Ninja had one of the biggest brands for air fryers globally, they led the conversation and demand, but if someone googled air fryer, Ninja were nowhere to be seen. The brand lacked visibility/rankings, avg pos 15 (page 2) for non-brand terms and needed an agency to help drive traffic in UK and DE markets.
An creative SEO strategy to driving discovery
What We Did
Using SEO and Digital PR, we better optimised the landing page around buying intent.
We helped build cluster content and internal linking structures to drive rankings and ran a number of Digital PR campaigns and reactive PR to build links into the air fryer category. 70% of efforts were on links to get to the top fast. We thought we could do this alongside strong brand signals.
We ran several demand-driven campaigns also to keep search demand for an air fryer high, after all, category leaders aren't just capturing search demand, they're creating it. One of the campaigns we ran was for Valentines, where we positioned the air fryer product as the ultimate gift for Valentines, yes you read that right. In a bid to trigger people to just be honest, skip the flowers, I want an air fryer. We ran a multi-channel search first campaign during a quiet period to get demand up.
We also worked with influencers and creators like Spudman to create the perfect jacket potato with an air fryer, producing onsite and offsite social content which we could use to drive multi-channel visibility and PR coverage.
Leading the category for Airfryer
The Results
Ninja now proudly sits at pos 1 for air fryers in both the UK and Germany. We generated an extra 59.5K monthly clicks as a result, 110 links directly into air fryers and an extra 200+ links into wider categories to boost visibility of the domain overall. Our campaigns also generated 4200 email sign-ups as we created integrated search-first campaigns to gain new customers also. One campaign generated £41K in revenue in 1 day, Valentines.
The Spudman piece of content landed 20 media placements, including 20 links in great publications such as Mirror, Express, and Huffpost.
The post received upwards of 1 million views, 40k likes and over 1.2k saves
