Things you do next to a fire for $100.
First, how do we make Duraflame relevant, and give people a reason to find us on the web? Who, after all, is looking for firelogs online? The answer was a content strategy focused on SEO. Centered around content relevant to the occasions when you 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.
Flame, meet fan.
The experience was then optimized to drive users down the marketing funnel. Interest sparked by a recipe was turned into conversion by a simple “Where to Buy”– pointing them to online e-commerce or retail. The result was a complete overhaul of the user experience and website design, creating a modern, fresh look, featuring animated elements and new photography.
“Fire is the most tolerable third party.”