Hama: reaching consumers with the right content

Hama wants to sharpen its consumer focus, boost brand awareness, and significantly raise the brand’s online visibility. Three objectives were defined (facilitated by the coordinating agency Playframe):

1. Shift the website focus to consumers
2. Boost online visibility as a consumer brand
3. Drive sales in the brand’s own online store

Three clear objectives, one equally clear job for Moccu: to develop and implement a SEO content strategy to promote Hama’s D2C transformation and reach the three stated goals.

A successful D2C transformation requires a laser-sharp focus on consumers. This is especially true for sales: a successful sales strategy doesn’t solely focus on products, but also shows how these products are sold – and to whom. This was our guideline for the following steps.

What is already in place?

We started by analyzing the existing Hama website to identify any contents that already contributed to the D2C transformation – or had the potential to do so.

What does Hama need?

A keyword and market analysis, plus target group interviews with Hama customers, painted a clear picture. Based on these findings, we developed Hama’s new SEO content strategy.

How-tos for added value

SEO-optimized how-to guides create awareness for the Hama brand. Our tried-and-tested production process allowed us to produce premium contents despite the tight deadlines.

Conversions through smart integration

To boost conversions, we integrated these guides directly into the online store and enriched product categories that draw the most questions with matching helpful content.

Numbers don’t lie: our content strategy works and has exceeded our own goals. Just a few months after launch, Hama’s brand visibility had shot up and SEO content-driven conversions in the online shop have also hit all anticipated targets.

^{* based on an average Google Ads click price (CpC) of € 0,93 €}