Hama: reaching consumers with the right content

Who is Hama?

The century-old company started out in photo chemicals, but has evolved over time. Nowadays, Hama counts among the leading suppliers of smart watches, smart home devices, and accessories for smartphones, audio equipment, TVs, PCs, and laptops.

About the project

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

Moccu x Hama: the task

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.

Our approach: a 4-step content strategy

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.

The outcome

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.

In figures


pieces of content produced

of all keywords are already ranking on page 1


more traffic than before the launch


ad value of the first 12 months’ generated SEO traffic*

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

What is the ad value and how is it determined?

Ad value – or content ad value – denotes how much the traffic generated through our content would cost as search engine advertising (Google Ads).

For simplicity, we take the average cost-per-click (CpC) of all tracked keywords. The content ad value is then determined by simple multiplication:

Content ad value = clicks on Google x Ø click price (CpC).

Ad value serves as an objective and verifiable measure of generated traffic compared to the costs of Google ads (as an alternative means to achieve comparable traffic). While the ad value serves as a general point of reference, it doesn’t even factor in the intrinsic added value of our traffic. What’s more, the ad value increases over time since our contents continue to generate ad value for years, while real ads incur costs for every single click.

Monitoring and performance optimization

The monitoring dashboard gives Hama immediate access to the performance stats of traffic and ad value generated through our consumer and guide-focused contents. The intuitive dashboard also shows an overview of currently popular topics and articles, changes in performance, and the share of product views.

We constantly monitor this data to determine promising tweaks and optimization potential. Once every quarter, we conduct a reporting call to discuss these findings in depth with our clients. This allows them to share these insights, ask questions, and make informed decisions.

Here’s what’s next for Hama

Thanks to these results, Hama has decided to continue and expand our collaboration. To embrace and exploit the brand’s potential in full will require ongoing content production and refinement.

Next steps include:

  • the production of new SEO content for further product categories
  • regular production of additional contents (so-called refreshers) for existing product categories
  • roll-out of the design and contents to other countries
  • a start page redesign

live website

Would you like to make your offer visible and multiply your traffic? Contact us.

Björn Zaske Managing Director & Partner

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