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.
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:
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:
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:
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.
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:
“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.”