Let’s make fire logs interesting on the internet [insert fire emoji here] .
Agency
Teak
Client
Duraflame
TYPE
Website
UX Strategy
The Challenge
Millennials don’t buy fire logs. And they definitely don’t search for them on the internet. So, how do we make this storied brand (who invented the fire log category over 50 years ago) relevant, and give people a reason to find them on the web?
The Solution
The answer was all in the content strategy. We needed to have a centralized place and focused SEO strategy so when people did search for Duraflame (most likely, standing in the aisle at their local grocery), they had a place to land.
Here’s what we did.
Give people a reason to go to Duraflame.com outside of just searching for fire logs. We found that instead of searching for the actual product, there were way more opportunities to insert ourselves in the conversation around occasions when you could have a fire. A dinner party. Movie night. So when someone searches for “things to serve at a dinner party” they might find a recipe on our site. And what else goes great with a dinner party? A fire.
Step 2: Fuel the fire. Let’s get users into our marketing funnel so they can find us IRL. They found us by a recipe or other way in. We needed to continue the conversation with these users. We implemented a simple “Where to Buy”– pointing them to online e-commerce or retail.
The result? A complete overhaul of the user experience and website design, creating a modern, fresh look, featuring animated elements and new photography.
