Driving Results with a Gutsy SEO & Content Campaign for Imodium

Agency: Imodium

43% of UK adults suffer from digestive discomfort, according to research by Guts UK. Imodium, the loperamide medication brand, approached KINESSO UK&I to spread awareness and educate the British on how best to support those struggling with their gut health.

KINESSO was charged with helping to turn Imodium into the authoritative market leader in the space. They wanted to drive increases in SEO authority, including keyword ranking and content engagement such as longer dwell times. KINESSO rose to the occasion and crafted a multi-disciplinary SEO approach to boost the depth of gut health content on-site and then spread the easily digestible content around the web through a collaborative PR campaign. A focused SEO strategy first identified gaps between Imodium’s current content offering and competitors, before seeking to close those gaps with high-quality, original content. But content creation wasn’t where the strategy ended. The digital PR and design teams collaborated on engaging press releases and attention-grabbing infographics to gain original insight into the UK’s approach to gut health through the ‘28 Day Guide to Better Gut Health’ survey and campaign. Providing information on both treatment and prevention was our aim, combining a multi-strategy approach to deliver a catch-all content repository. The performance proof was in the pudding: the results out-performed Imodium’s expectations, with key highlights including 30 pieces of coverage secured from the press release outreach, and an impressive improvement in organic sessions by 29% YoY, alongside ranking keywords improving by an incredible 118%.