Reestablishing an Icon
The Challenge
Due to its partnership with CrossFit, Reebok had become synonymous with “tough fitness.” In order to reconnect with its predominantly female audience—and reestablish itself as a leader across a broader range of fitness, lifestyle, and fashion categories—Reebok needed to create more targeted, disruptive content. For this, they turned to Masthead.
The Solution
Reebok’s domain authority and discoverability were low in essential areas. Masthead developed and activated a search and content strategy designed to build trust and grow organic traffic around high-priority categories, such as general fitness, yoga, Pilates, and street style.
Together with Reebok, Masthead creates quarterly editorial calendars and develops articles and infographics featuring the topics that customers are most passionate about—and are searching for. All content is written in a newly refreshed brand voice that “walks the walk” and serves to drive new and returning customers deeper into the e-commerce environment (where they’re now more likely to convert).
The Results
Traffic (sessions) to the Reebok content hub increased by 108.92% in the first six months after implementing Masthead’s SEO strategy compared to the preceding six months—new users increased 83.58%
Organic search sessions to the Reebok blog were consistently the largest traffic source to the blog during that same time frame, showing a 62.96% increase.
Masthead helped Reebok “meet the moment” during Spring 2020 lockdowns and rapidly deployed content with an appropriate tone and message. Reebok’s blog recorded highs in pageviews, sessions, and users, as well as record highs in e-com referrals and average order values.
Reebok's pivotal holiday e-commerce traffic showed tremendous growth after just a year of work with Masthead. Blog-to-ecommerce pageviews increased 185.36%, revenue grew 90.70%, and transactions grew 100.89%.