Winning a Global Femcare Revolution
We Started With 60,000 Keywords...
Even more, they wanted this bold strategy within a tight 30-day timeline.
Overit’s team of SEO, content, and brand strategists got to work, analyzing more than 60,000 keywords related to feminine health, as well as nine brands competing with Procter & Gamble for both market share and audience top of mind.
Our team analyzed on-page SEO factors to gauge user intent, content opportunities, and search visibility based on keyword. We studied off-page SEO factors to see who was linking to Tampax/Always, who was linking to competitors, and how much space was up for grabs.
We looked at opportunities for e-commerce, and identified ways to better target existing audiences as well as finding previously-ignored audiences for the brands to pursue. Then, we used competitor research to fully understand the landscape and the spaces that Procter & Gamble had the opportunity to fill or take over.
Based on this analysis, Overit delivered Procter & Gamble a comprehensive plan – inclusive of our extensive research, findings, and an actionable strategy for the rollout of a new third-party brand that would allow Procter & Gamble to massively converge Tampax and Always audiences by providing high value women’s intimate health information in a well-structured, easy-to-navigate, persona-driven site.
We also identified opportunities for new personas for the brand to target to increase sales and market share.