Silverbean implemented the strategy from the ground upwards. The initial phase of the strategy rollout entailed rewriting large proportions of the site, including page titles, body content and meta descriptions. Silverbean identified Traidcraft’s ability to proactively target generic product terms, mainly revolving around Christmas gifting, to help add fair trade as a consideration during the customer acquisition process. Silverbean treated the Christmas product range as an entry path into the world of fair trade. To develop the foundations of the site Silverbean also focused on technical quick wins, such as crawling efficiency and loading speed
Working closely with Traidcraft’s PR team, we also planned and developed three major content pieces which incorporated hooks, complimentary emphasis on the core message of ‘Show You Care’ and to offer additional insight into the story behind the message. Silverbean’s strategy would also focus on key customer touch points which entailed adjusting the writing tone, website loading speed and the inclusion of video.