Harmony Store Content Marketing
The brief
Harmony Store is a UK adult brand and has, arguably, the largest 18+ store in all of London. After finding success on Oxford Street Harmony looked towards building their brand’s online presence with a radical content marketing plan to get them up and running.
What we did
The Harmony Store content marketing plan was no small project. This was a full-time role, requiring the brand to employ me full time as content writer, strategist, communications editor and PR.
Starting with the Harmony Promise (the About Us), we dug deep into the heart of the brand to define their online audience, tone-of-voice and content marketing aims. The main goal was establishing brand trust, piggybacking off the brand’s already established reputation on the high street. This would help us grow quickly.
The content needed to achieve this covered multiple media types, including website service pages, product pages, email newsletters, blog articles and social media posts. It was my responsibility to plan, write, edit and in some cases schedule the content Harmony wanted to send to customers.
All of this was backed up with media opportunities, using PR to promote the website rather than the focus being completely on the London stores.
The results
This was a huge opportunity for me and one that let me refine and demonstrate my copywriting skills across many platforms. Some of the highlights from my time working on the Harmony Store content marketing plan include:
- Quadrupling the email marketing database in 12 months. Results: consistent 20% click through rate (CTR) and 5%-14% conversion rates
- Increasing brand awareness. PR coverage in Time Out London, Buzzfeed, Glamour UK and securing an interview on BBC Radio Wales to discuss BDSM
- Writing original product copy for over 3,000 SKUs, all optimised for search
- Carried out keyword research to write and post optimised blog articles. Result: 189 to 2,751 entrances per month, including one blog that attracted over 250,000 views and (at last look) has near 100 reader comments.
Samples of the work I completed.
Read a Harmony newsletter
Click to read
About page copy
Product page header copy
What Harmony Store said about my work
Moving the Harmony brand from high-street to online was a huge task. Rose played a key role in helping with this transition.
As a new venture, we relied on her to define our online tone-of-voice across the website, email marketing, and social media platforms. Her
Rose also took on day-to-day tasks to help grow the brand’s visibility; from writing thousands of product pages, to producing original, informative and captivating blog features.
We knew we could rely on Rose to produce SEO content that spoke to Harmony’s target audience, but also remained on-brand and satisfied the search engines.
