Kids II
Website Redesign
Content Strategy & Development lead
The parent company behind Baby Einstein, Bright Starts, and Oball, Kids II makes products that are fun. We aimed to bring that same experience to the company’s website, with a responsive design and helpful content (including 20+ new buying guide articles) that appealed to the target consumer — millennial moms.
The result: a 54% YOY increase in organic traffic, and increased leads to retailer sites.
- New Content Development
- CMS Strategy
- Platform Migration (to Sitecore)
- Data Strategy/Taxonomy
- Content Management
New product detail pages highlighted key product features and benefits, and drove traffic to retailer.com product pages.
An “Ages & Stages” article section was added, providing category education and increasing organic traffic.
Category education was woven throughout the site in key areas, helping the consumer narrow the choices.
Throughout the process, we developed a brand strategy that aimed to make the Kids II parent brand more relevant, and link it more meaningfully to the consumer brands.