A Weleda campaign on babyclub.de shows how successful SEO-optimized native advertorials with added value content provided by an editorially credible publisher can be. We created the advertorial “Effective prevention of stretch marks” for Weleda AG and published it on our online marketing platform babyclub.de.
Added value The advertorial explains what stretch marks are, how they develop, how they can be prevented and why a high-quality oil is best for the baby bump. The highlight are three additional pages with illustrated massage instructions using Weleda Pregnancy Care Oil. In this way, the target group finds problem awareness and information as well as the solution to the problem with the appropriate product, which represents considerable added value in terms of content.
Credible sender babyclub.de is an established online family magazine that offers its users well-researched articles with high utility value and therefore trustworthy content. According to a 2016 user survey, babyclub.de reaches around one in two pregnant women in Germany. babyclub.de also has a high Google Trust – articles and their keywords are often ranked very quickly in Google’s organic search.
SEO optimization The advertorial “Effective prevention of stretch marks” is optimized for highly searched keywords, meaning that numerous users access the advertorial directly via Google. In addition, the advertorial is promoted on babyclub.de with a teaser that is integrated into the editorially appropriate topic environment and distributed through organic posts on our social media channels. This makes it possible to address the target group in the decisive phases of the customer journey.
We achieved over 9,700 views for the advertorial in 2019. In order to achieve a comparable reach through traditional online advertising campaigns, an advertising pressure of a good 16.5 million PIs is required at the current click rates of 0.6% (display) and 0.05% (mobile), which corresponds to a monetary value of around EUR 100,000 at standard market prices. Conclusion: Native advertising can achieve high reach, with the content reaching the customer at exactly the right time in the customer journey. The prerequisite for this is that the native ad offers added value in terms of content, is SEO-optimized and is published by a credible publisher with a high level of Google trust – such as babyclub.de.
