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Search engine optimisation (SEO) is more than a buzzword—it’s a critical tool for brand success. For businesses aiming to understand and influence consumer behaviour, SEO bridges the gap between insightful content and the audiences who need it most. By optimising their online presence, brands can increase visibility, drive organic traffic, and engage users with content tailored to their needs.
SEO not only ensures the brand’s message reaches the right audience at the right time, but it also provides valuable data about what consumers are searching for, enabling deeper insights into their preferences and pain points. For brands focused on tapping into consumer insights, a strong SEO strategy is indispensable for crafting content that resonates, builds trust, and drives conversions.
Having a strong SEO strategy is what the food company Danone had in mind, as it worked closely with Eyden Indonesia, an agency part of the Volare Advertising Network. With their collaboration, the agency has clinched four wins for MARKETECH APAC’s inaugural Marketing Technology Awards 2024.
During the award ceremony, Eyden nabbed the Grand Prix for the Agency of the Year Award, with their client Danone being recognised for the Brand of the Year (Grand Prix).
For other categories, Eyden won a Gold Award for the ‘Best Use of Search Engine Optimisation Software’ category. This is all thanks to their work with Danone’s Bebeclub and the campaign ‘Become the Expert in Digestive Health to Attract Quality Users’.
Understanding more of the SEO marketing work
For other categories, Eyden won a Gold Award for the ‘Best Use of Search Engine Optimisation Software’ category. This is all thanks to their work with Danone’s Bebeclub and the campaign ‘Become the Expert in Digestive Health to Attract Quality Users’.
In this category, Eyden aided Danone in identifying what it takes to strengthen the brand’s positioning as an expert in kids’ digestion, as well as acquiring more new quality users through improving organic visibility. As a result, Bebeclub successfully acquired new quality users with 3.7 million organic sessions, as well as generating growth for kids’ digestive SEO performance.
The agency also had a Silver Award under the same category for Danone’s SGM – Generasi Maju for the campaign ‘Cultivating Organic User: Turning Visitor into Member’. For this one, Danone considered how to improve their informational content beneficial for everyone, as well as improving the standings of the Generasi Maju membership club.
By building topic authority and optimising articles, SGM Generasi Maju saw in a total of 6 million organic sessions 418K of those organic sessions come from relevant content.
Moreover, Eyden’s work for Danone’s Bebeclub ‘Transforming Bebelac Consumer Insights into Strategic Growth’ also got them a Bronze Award under the ‘Best Use of Data Analytics and Insights Platform’ category.
For this campaign, Eyden determined that they needed to maximise the brand’s focus on SEO to reach potential Moms who have the same problem on their children’s digestive health, as well as tapping into their changing digital habits. By building content authority on the relevant health topics, Bebeclub saw an increase in the use of its ‘Poop Tracker’ tools with +376% organic session growth, +407% new users, and +20% average session duration.
Understanding the SEO goal for brand reach
For Planius Simanullang, Digital Transformation Director at Danone, it is their ultimate goal to understand their consumers–going beyond demographics–and truly know their questions, concerns, and aspirations.
If anything, their digital strategy becomes less about marketing and more about creating value and building deeper connections with the people they serve.
“Every search keyword represents a story, a curiosity, or a need. By tapping into SEO and data analytics, we’re able to listen and understand more closely, decode consumer needs, and provide meaningful content that answers real health-related pain points. It’s about being present where it matters, offering trusted guidance, and empowering our audience with the right information to make better choices,” he said.
Planius also spoke about their partnership with Eyden, stating, “Eyden brought their top-notch game, blending data wizardry with a human touch. They dug deep into analytics to find the sweet spots for engagement and applied their SEO expertise to make our health content shine online. Their insights turned our organic reach into organic growth, helping us connect with audiences in a way that feels authentic and impactful.”
Meanwhile, David Reinhart, Director at Eyden, noted that a blend of data precision and creative strategy is a key attribute to the organic success of their work with Danone. In simpler terms, they don’t just look at what people are searching for, but instead, also dig into the “why” behind it.
“We create valuable content that is easy to digest, and that’s becoming an essential part of moms’ everyday lives and a great ally in the journey of their kids growing up. By making this valuable content authentic and Google’s best friend, we ensured Danone’s message didn’t just stand out, it stood tall,” he said.
When asked about what’s next for the collaboration with Danone, he stated, “We’re already planning up ways to maximise AI and maybe even sprinkling in some immersive tech to maximise moms’ journey, even in this shifting moms’ online behaviour. Whatever’s next, one thing’s for sure, with Danone as our partner-in-crime, we’re ready to shake up the Indonesian and even the APAC marketing scene.”
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For brands like Danone, leveraging SEO to craft targeted, engaging content has proven transformative, and able to reach audiences organically. Through Eyden’s expertise, Danone harnessed the power of SEO to amplify its reach, better understand consumer needs, and deliver content that truly resonates.