Client: Thermomix Australia
Situation: Thermomix Australia’s Recipe Development Team has rigorously tested every single one of the 300+ products listed on TheMix Shop to help home cooks “take real life in their stride and create unreal food every day”.
Many products have been designed and developed exclusively by Thermomix. Some are game-changing innovations from around the world. Every one of them has a story to tell and Thermomix needed to tell them in their new brand voice. All 300-plus products. All search engine optimised for their migration to a new Shopify-powered website.
Deliverables: The new site was scheduled for launch in just over two months, and the Thermomix team had prioritised a list of their bestsellers to be rewritten and fully optimised in time for go-live. So while we got to work on developing three product story samples (setting the tone and structure for everything that would follow) we also worked with the team to develop a briefing and approval process that would capture the essence of every product story by giving the Recipe Development, Marketing and Purchasing teams the chance to add their own insights and comments.
Result: The new website was launched in October, with optimised product stories for 40 of the best-selling products. November sales were double the same period last year, so Thermomix are pretty excited about the potential for growth once they begin implementing their digital marketing strategy for 2020.
That was the icing on the doughnut, after what has been a truly enjoyable and rewarding creative process. The real magic happens when you have a client like Thermomix that brings genuine passion to the briefing process, and really appreciates the work that goes into balancing creative storytelling with the science of search engine optimisation.
"It's been a pleasure working with Jo on Thermomix.com.au and TheMix Shop.
“We're loving the new brand voice... and the SEO spike in our site conversions.”
Craig Atkinson, E-commerce Manager at Thermomix Australia
We look forward to getting our teeth into the next batch of product stories, not to mention more gluten-free Thermomix recipes for the coeliac on the Caboodle team.
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