Vega Awards Centauri Winner Winner

United States

2020

Hawke Media x Om

Entrant Company

Hawke Media

Category

Websites

Client's Name

Om, Organic Mushroom Nutrition

Sub-Category

Blog

Om Superfood Mushrooms is a leading producer of the highest-quality certified 100 percent organic functional mushroom powders. In their state-of-the-art CGMP indoor farm in California, they combine the ancient wisdom of the mushroom kingdom with modern methodology, capture the incredible, full-spectrum, bioactive compounds of these superfoods, and offer them to consumers in a variety of single mushroom powders and mushroom blends formulated for immune support, cognitive health, beauty (hair, skin, and nails), gut health, vitality, energy, endurance, fitness and recovery. To address plateauing engagement and support new product launches, Om partnered with the Content, Email, Paid Social, and Paid Search teams at Hawke Media. Hawke's cohesive campaign has pulled in top-of-funnel consumers and driven them to the blog, where they can find clear, digestible, and informative content on a variety of mushrooms that might otherwise bewilder consumers. The Content team found an opportunity to diversify Om blog content from recipes to evergreen articles, thereby raising awareness of functional mushrooms and their health benefits as well as offering lifestyle tips that spotlight the unique uses of these mushrooms. When it comes to superfood mushrooms, there is an immediate barrier to entry. Consumers likely do not know the specific benefits of and differences between Reishi, Maitake, Cordyceps, Chaga, Turkey Tail, etc. Without evergreen content articulating the history, benefits, and uses of each of these mushroom species, potential consumers will forever be trapped at the top of the funnel. On the other hand, there are only so many pieces one can produce about the benefits and uses of mushroom species without limit ting keyword opportunities or running into potential liabilities with the FDA. Thus, we have produced a mixture of content educating readers on (1) the mushroom species themselves, (2) bodily wellness such as gut health and immunity, and (3) lifestyle tips. We’ve seen an increase in organic traffic to the blog and average time spent on page during the most active publishing months, indicating readers engage with the material. We've also seen positive movement in the number of organic keywords we rank for.

Credits

Hawke Media James Han
2020
Philippines
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Entrant Company

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Category

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Entrant Company

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Category

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Category

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Entrant Company

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Category

Transportation