Case study  | Salt & Pepper | Digital Marketing

Plating Up Success

salt&pepper is an iconic Aussie brand with stores nationwide and a huge online presence. Check your kitchen cupboards and we’re pretty confident you’d find something labelled with salt&pepper.

salt&pepper Website Mockup on Mobile Device

The Challenge

Initially, salt&pepper engaged us to improve their paid presence. They needed ads that converted and gave them a strong return on investment (ROI). Their amazing product range and frequent promotions needed to be shouted about.

Next they wanted this to lead into more organic and content based work. This meant we needed to improve their SEO, working hand in hand with delivering content such as blogs, range copy and product descriptions.

Essentially, it was our job to meet an ongoing agreement to both improve their site and bring the right people to it who ultimately buy from them. Ready to see how we did it?

The Approach

We started with social media advertising and search advertising services, followed and strengthened by SEO and content writing. 

We initially began with a focus on Facebook and Google ads. By quickly tapping into both existing and new audiences we established an effective funnel approach that ensured users saw a variety of ad formats, showcasing different ranges and new products.

We wanted to show users content relevant to them, without overloading. This was achieved via all ad types across Facebook and Instagram, as well as Google Shopping, search ads, display remarketing and YouTube ads.



Baker's Delight Website Mockup on Mobile Device

Following an extremely effective first quarter that saw salt&pepper’s overall online revenue triple month on month, they were able to re-invest in an SEO and content strategy. This involved on-page and off-page optimisations and technical work supported by a wealth of blog, product and range copy. 

Our input boosted the overall health of the site and quickly increased the organic exposure with added keywords and improved rankings for key segments. We delivered a huge volume of copy with over 1000 product descriptions written in their new quirky, personable tone of voice.

Use the slider tool below to see an example of the before and after of their product copy that sits on the category pages of their website. See how we increased keyword density, optimised for SEO and used anecdotes to embody their charming brand voice.

SEO copywriting
old copywriting
SEO blog copywriting

The Outcomes

Overall, salt&pepper’s monthly online revenue tripled across 12 months of working together. By engaging with Emote, they were ultimately able to gain ground on their competitors and come off the back of a global pandemic in great shape. 

  • With on-brand, appealing design and copy we ensured Facebook ads had an average of 9.76x ROI across 12 months
  • By implementing carefully written and targeted Google ads we reached an average of 7.06x ROI across 12 months
  • SEO saw a 34% increase in ranking for their top 20 keywords (3 month period vs. previous 3 months)
  • Organic revenue increased by 18.9% as a result of our SEO service (3 month period vs. previous 3 months)
  • Content writing and SEO working harmoniously together meant that the increase in keywords salt&pepper ranked for went up by 25% (3 month period vs. previous 3 months)

We helped salt&pepper be seen by the right people. Then made sure they were impressed with what they saw, enough to buy, and buy again. Like what you see? Chat to us to find out how we can transform your online presence too.

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