|
|
|
|
|
|
|
|
|
|
URL: http://www.toshibalife.com
|
|
Key Industries:
|
|
Business
|
|
Entertainment & Leisure
|
|
Internet
|
|
Office & Home Computing
|
|
Retail
|
|
|
Key Sectors:
|
|
Optimisation
|
|
SEO
|
|
Social Media
|
|
User Generated Content
|
|
|
Toshiba Life
|
|
Brief
Toshiba has appointed search and social media specialist White Hat Media for a campaign to develop optimised content for its new blogging website; ToshibaLife.com.
Strategy
The electronics manufacturer launched the site to build and engage with a new online audience that its main brochure-led website, uk.computers.toshiba-europe.com, doesn’t currently reach. ToshibaLife publishes blogs to help aid consumers pre and post-purchase; promoting the technology behind Toshiba products and advising on how to get the best out of them. The blogs also include the latest news and information on broader innovations and technologies.
Execution
Traffic to ToshibaLife is being generated solely online through search activity. White Hat Media will optimise ToshibaLife by helping to produce credible and engaging content.
ToshibaLife focuses on laptops at the moment, but will expand to cover home entertainment systems - TVs and DVD players.
Results
“The new site allows us to engage with an audience we haven’t been able to attract so far - uk.computers.toshiba-europe.com showcases our products, while ToshibaLife.com teaches people how to do things with them,” said Chris Scott, eBusiness Marketing Manager at Toshiba. “White Hat Media will help with content optimisation on ToshibaLife. SEO is imperative to our brand’s online strategy and is helping us to increase our online audience.”
An online discussion forum on ToshibaLife allows consumers to comment on blogs. Users need to register, but the site will shortly release a new tool where anyone can comment without being logged in, to encourage higher participation.
“Driving traffic through quality and user-focused content is absolutely key for brands,” said Jeremy Spiller, MD of White Hat Media. “We are very pleased to be appointed by Toshiba on this project. Our objective is to assist Toshiba in building a lasting relationship with an engaged and enthusiastic audience.”
Toshiba eventually plans to create awareness of ToshibaLife among its customers via in-product marketing material.
|
|
|
|
|
|
|