Japanese Cosmetic Brand
Website Design & Online Brand Awareness
In late 2022, Churacos, seeking to establish a formidable online presence in the Singapore market, reached out to me. Despite having quality products, the company’s primary hurdle was the dearth of English content on their digital platforms. Drawing on my proficiency in SEO and website design, I crafted a holistic strategy to bolster their digital visibility.
TOOL USED
WordPress, Adobe Illustrator, Adobe Photoshops, Canva, Google Analytics
ROLE
Project Lead: Sole Website Designer and Content Producer, Social Media Collaboration Manager
Needs and Proposed Actions
In response to our clients’ needs, I have outlined three major strategic directions: English Content Building, Social Media Presentation, and the Product Review Program. As we venture into a new market and begin to establish our brand’s online presence from scratch, the following initiatives are pivotal:
English Content Building: To address the existing gap in English content, I will focus on creating compelling content, supplemented by relevant image alt texts, videos, and customer reviews.
Social Media Presentation: Enhancing the brand’s visibility on social platforms is crucial. I aim to achieve this through influencer collaborations, boosting user engagement, and incorporating tools such as Linktree to provide a consolidated view of our online resources.
Product Review Program: Authenticity is key to building trust. Therefore, I will be curating genuine photos and videos of real users sharing their experiences with our products.
Website operation strategies and actions
To enhance the website’s performance and user engagement, I have delineated strategies across three core areas. The primary aim is to bolster our online brand image, improve user trust, and increase engagement across multiple digital platforms.
English Content Building:
- Objective: Improve content quality and relevance.
- Strategies:
- Improve search rankings by crafting articles centered on target keywords.
- Introduce products by detailing ingredients, application methods, usage tips, and frequently asked questions.
- Foster trust and credibility by displaying inspection certificates and recognizing awards.
- Maintain content relevance by routinely updating users’ and influencers’ feedback and experiences.
Social Media Presentation:
- Objective: Amplify brand presence on social platforms and boost engagement.
- Strategies:
- Foster direct engagement by collecting feedback from real customers and promptly responding to direct messages.
- Collaborate with the marketing team to generate compelling promotions and deals.
- Showcase diverse product usage scenarios and represent a broad spectrum of users through short content and stories.
- Drive traffic to the website by leveraging multiple channels like Facebook, Instagram, Medium, and YouTube.
Product Review Program:
- Objective: Enhance product credibility and foster community.
- Strategies:
- Proactively recruit influencers and potential collaborators through social media.
- Gather and respond to feedback from influencers, ensuring their experiences align with the brand’s message.
- Maintain active engagement with influencers by commenting on their posts and highlighting their content in brand stories.
- Feature genuine feedback on the website and link reviewers’ social profiles to bolster the authenticity of the reviews.
Site Map and Produt Page
The website structure is designed for user-centric navigation, ensuring easy access to product information, brand values, and user feedback. By doing do , the website can effectively interlinks product discovery, purchasing, and post-purchase reviews, fostering a comprehensive brand experience.
About: Delving into the brand’s backstory and ethos, this section houses:
- “The birth of Churacos” which narrates the brand’s inception and foundational story.
- “Social Responsibility”, highlighting the brand’s commitment to societal and environmental causes.
- “Core Values”, detailing the guiding principles of the brand.
Products: A central hub to explore the brand’s offerings. There are three distinct products – “warabihada”, “churakanasa”, and “Neo Warabihada”.
For each product, users can:
- Read an “Introduction” about the product.
- Understand “How to Use” the product.
- Access a “FAQ” for common queries.
- View “Reviewer Post”, showcasing authentic user feedback.
- Opt to “Shop Online” and make a purchase.
Reviews: Dedicated to user feedback and reviews, this section offers:
- “Review Program”, where users can find “Reviewer Requirements” and a “Program FAQ” to understand how to become a reviewer.
- “Reviewer Post”, which showcases:
- Direct “Reviewer Feedback”.
- Visual testimonials through “Instagram Post” and “Youtube Video”.
Product Review Program
Establishing more trustworthy real feedback. As the product has not been sold in the Singapore market for long, I planned a cooperation plan with influencers. I actively contacted these potential partners through social media and managed customer data through an online registration system, continuously tracking usage. Finally, their experiences and comments were collected on the website.
- Plan and coordinate with the overseas team regarding the recruitment process.
- Create clear and informative recruitment posts and pages, including all necessary program details.
- Utilize Stripo to craft professional email invitation letters, complete with a clear call-to-action (CTA) button to increase the project’s joining rate.
- Identify potential collaborators on Instagram, with a focus on key opinion leaders (KOLs) and mothers.
- Reach out to the potential collaborators through direct messaging (DM), utilizing a cold-calling technique.
- Use Linktree to construct a mini-page that will link to various landing pages.
- Keep track of participant information using Google Forms, and regularly monitor the status and feedback of the collaborators.
- Finally, incorporate all relevant reviews into the website.
Outcome
The results were impressive, with the website’s ranking skyrocketing from 19th place to 9th place within just one week of launch. This resulted in a 200% increase in click-through rate.
The website not only attracted more traffic from Singapore, but also from other English-speaking countries such as the United States, India, Thailand, Hong Kong, and Malaysia. The company’s Instagram account also saw a significant boost, growing by 210% within just 5 months thanks to the inclusion of informative content and customer reviews.
Reflections
I am very satisfied with this project and deeply grateful to the client for their trust, allowing me to fully showcase my skills. I believe this has been one of my most successful projects, encompassing website development, content optimization, social media management, and online sales. Throughout the process, I had to establish efficient workflows and schedules on my own, ensuring the quality and consistency of content output. It has been an invaluable learning experience for me!