The early days of
e-commerce content
Brand: Wayfair
The ask: Concept, write, and create original content for Wayfair.com to increase brand awareness and guide customers down the purchase funnel. Projects included everything from photo shoots on how to set a dining table to working with developers on the launch of the Wayfair Registry in 2016.
The result: Quality multi-channel content that cemented Wayfair’s brand status in the home space. The launch of an Ideas & Advice section of the website as well as a digital magazine, which promoted influencer traffic and enabled content to easily integrate throughout the site on landing pages and PDP pages.
Back in 2013, the more content you had, the better. We sought out to do the impossible: create the maximum amount of content without compromising on quality. We had a team of writers and editors working in tandem with merchandising, photography, the SEO team, and site developers to promote brand awareness and increase site conversion.
It wasn’t just SEO-backed topics and bottom-funnel articles. Every piece of content was crafted with intention, creativity, and most importantly—strategy. We developed seasonal campaigns to promote product merchandising goals, support cross-channel marketing, and establish brand authority. This included creating an on-site blog, quarterly digital magazine, custom landing pages, integrated product page content, and more.
The impact?
An increase from 3.2 million to 8.3 million active customers from 2013 to 2016, along with net revenue growth of over 30% year over year to $3.4 billion in 2016.