Wood, Naturally was a campaign developed by Ogilvy PR to create awareness for the use of soft lumber in home improvement and renovation projects.
01. THE CAMPAIGN
c308 Marketing was contacted AFTER the Wood, Naturally website was built. The job was simple: “make it work.”
02. THE WEBSITE
The client’s marketing plan relied heavily on analytics and SEO targeting that hadn’t been fully integrated (there was no CMS at all). Constructed in a Laravel PHP Framework, adding or updating content to the site was virtually impossible if the user wasn’t HTML/CSS literate.
03. SOCIAL PLUGINS
To allow sharable, track-able content, the guts of the site had to be able to aggregate Twitter, Instagram, Facebook, and Pinterest feeds. c308 utilized custom event tags and developed KPI & conversion funnels to more closely track content consumption and referral traffic. Segmentation filters were created to organize and deliver advanced reporting.
04. CONTENT MANAGEMENT
The entire site was migrated into Expression Engine to offer the admin a platform from which to manage the extensive galleries, each structured to enhance their SEO value.