The Goal
Pink Slip, the popular lingerie shop located in New York City’s Grand Central Station, made the transition to e-commerce after rising rents and dwindling foot traffic made a storefront business unsustainable during the economic downturn.
The Strategy
Having publicized several intimate apparel brands during my PR career, I saw the content possibilities in creating an e-commerce blog that combined how-to advice with trends and pop culture and pitched them a blog to boost their SEO and shopper engagement.
From November 2012 to January 2013, I wrote the content, collaborating with Pink Slip’s founder Margo Andros to develop an editorial calendar for the blog, Margo’s Must-Haves.
The Results
Posting three times a week, my content earned a 13 percent click-through rate (CTR) in the e-commerce blog’s first three months and supported SEO for the site through shared content and cross promotion on social media in collaboration with the site’s vendors.
Total views of the blog as of December 2015 were 18,773.
Here’s a detailed analysis of the metrics I produced, updated to include organic visits to the blog from 2013 to 2015 after my campaign ended.