With more than 60 stores spread throughout the island, Giant is Singapore’s top mass market retailer of everyday items. The hypermarket chain came to us with the need to make their website more optimised for search engines and more helpful to their customers.
What they wanted was a sound marketing strategy that would drive organic inbound traffic to their existing website and at the same time engage with their thousands of customers.
Improving Giant’s digital footprint called for a library of lifestyle-oriented content that was high-quality and SEO-friendly. Construct Digital was tasked to create their blog from scratch.
After carefully identifying the personas and their needs, we created content pillars associated with two major festivities: Christmas and Chinese New Year. We’d seen an opportunity to take advantage of consumers’ active shopping behaviour during the holiday seasons.
With content pillars like Christmas Food, Christmas Decorations DIY and Chinese New Year Food Ideas, we crafted blog posts that not only featured primary and secondary festive keywords Giant wanted to rank for, but were also ultimately helpful for the readers.
Packed with informative and useful content, the blog secured a solid following and ranked number one on Google SERP 1 for 275 keywords that targeted Giant’s customers. At the end of the first month, the blog had clocked in 1,219 page views—and the numbers skyrocketed to 24,067 page views within three months.
And we signed up over 40,000 new subscribers to the Online Super Saver Club mailing list, allowing Giant to market directly to a captive audience.
Today, we continue to spearhead Giant’s inbound initiatives and support their festive marketing campaigns. We remain proud of the blog’s ongoing success, making Giant more relevant to its consumers.
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