Strandatory, an Australian brand specializing in organic, vegan dry shampoo, tasked me with creating a series of engaging blog posts that would educate consumers on the optimal use of dry shampoo while infusing humor into the content. The challenge was to blend the use of humor with practical advice, ensuring that the articles were both informative and enjoyable. This project required a careful balancing act: incorporating the keyword "dry shampoo" throughout the posts to optimize for search engines, while keeping the tone light and the content accessible.

The goal was to enhance user engagement and drive organic traffic to Strandatory's ecommerce store. The integration of humor in titles like “DON’T ‘Spray and Pray’” helped demystify the product usage and encouraged readers to interact with the brand in a playful way. Each commandment provided specific, easy-to-follow advice on using dry shampoo effectively— from the correct distance to spray the product to the ideal type of brush to use for application.

This article was written in close collaboration with Strandatory’s marketing team to ensure the content aligned with their brand voice and digital marketing goals. By focusing on humor that would resonate with their audience and explaining the common mistakes to avoid, the blog posts educated and enhanced the brand’s image as a consumer-friendly, transparent, and approachable company.

The result was a series of articles that not only increased dwell time on the website but also improved overall engagement with the brand. This was achieved through a combination of SEO-optimized texts that ranked well in search engines and the inclusion of interactive elements that encouraged user participation, such as inviting readers to share their own dry shampoo commandments. Despite the eventual closure of the business due to difficulties during the coronavirus lockdowns, the campaign was successful in terms of engagement metrics and was well-received by the target audience, leading to a 2.6% increase in the brand's conversion rate.