Benefit: The Benefit of Voice

Benefit, a cosmetics brand, used voice search and structure data in the UK to ensure it is the only voice being heard in the cosmetics industry.

Campaign details

Brand: BenefitLead agency: Merkle

Campaign Overview

In a saturated industry, Benefit wanted to ensure it was the only voice being heard.

Traditional search leads to thousands of answers to a single question. But with voice search, users usually get only one answer.

Strategy

Optimising for voice search has two options: the transactional route via Amazon's Alexa; and the informational route, where voice assistants read out Featured Snippets from Google. Amazon doesn't list Benefit, so it plumped for Featured Snippets.

The cosmetics brand was able to own voice search and connect directly with the consumer, ensuring...

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