Transition from diet to lifestyle brand.
Atkins has recently made the transition from diet to lifestyle brand. This transition has a lot of impact on their digital strategy. As part of their new strategy, they want to reach the target audience that is not yet specifically orienting themselves for a potential product purchase. To achieve this ambition, the following SEO objectives have been set.
- A definite increase in non-branded organic traffic to the website of at least +50% thanks to relevant content
- Using content creation to respond to the audience’s needs instead of focusing on products, and using relevant content to urge the target audience to convert to product purchases.
- Mapping out the LTV (Life Time Value) of organic traffic to determine which consumers (with which needs) are the most loyal to the brand in the long term.