Wild hires Hookflash to take the sweat out of SEO push

Sustainable personal care brand Wild, best known for its refillable stick and roll-on deodorants, is aiming to boost its online presence by hiring agency Hookflash to manage its SEO account.

The appointment, which follows a three-way competitive pitch, will see Hookflash focus on building a modern SEO strategy, and website optimisation, to support the brand’s continued growth.

Launched in 2020 and acquired by Unilever in April this year, Wild wants to maintain its position as a fast-growing, disruptive brand as well as introduce new product categories.

Wild’s SEO strategy will focus on embracing customers at every stage of their consideration journey in an era of rapidly evolving search habits.

Alongside traditional organic search metrics and on-site conversions, the goal will be to maintain and increase Wild’s visibility as customers explore their options when searching for sustainable deodorant and bodycare products.

This will include leveraging core SEO levers (content and technical optimisations), as well as capturing longer-tail queries that users are inputting into social platforms such as Reddit and TikTok.

Wild ecommerce manager Becca Lennard said: “Our mission to shake up the throwaway culture within personal care, and create quality and convenient products made from sustainable ingredients, has been incredibly popular with consumers.

“As a digital brand, we need a partner who can support our broader digital optimisation to ensure new customers can find us and enjoy an optimised experience on our website.

“Hookflash understood the strategic importance of a data-driven, holistic SEO approach that will ensure we are ranking high in search terms and staying ahead of the exciting developments in search and AI to support our next phase of growth. While ensuring our digital strategy supports our ongoing growth and expansion into new product categories.”

Co-founded in January 2023 by Oliver Walker, Dan Jennings, Marc Warren, and Nicole Storey, the Hookflash team brings together expertise in digital analytics, experimentation, and SEO to help organisations gain customer insights and drive revenue growth for clients which include Barbour, Clarion Events, Lovat Parks, Ooni, Staysure, Tala, and XP Factory.

Hookflash managing director Oliver Walker added: “Wild is an incredibly exciting data-driven brand that’s making waves digitally. It has built a fantastic community and as a result gets a lot of brand traffic. The next step is to grow that community by capitalising on the interest and increased search trends around natural deodorants.

“Wild wanted an agile, flexible partner, with deep background in foundational elements, expertise and depth in LLMs and optimising their website experience. It couldn’t be a better brief for us, or a better fit culturally.”