Blog, business, graphic design, post production for film and video

Case Study: The Fair Trade movie online branding, part 2

Website Traffic

The Fair Trade movie site stats screenshotAfter the initial buzz surrounding the premiere in January 2008, traffic to the site leveled off around 1500 visitors a month. The average user viewed two pages on the site, with the second page after the homepage most often being navigating to the trailer or music clips.

After the redesign and accompanying back-end optimization strategies, viewership jumped by another 500 viewers in October 2008. It will be interesting to see if the redesigned site and enhanced coding will make that number rise, or if it is a bounce. Also interesting will be to see how much cross-traffic there will be between the new retail channels and the website.

Blog Traffic

The Fair Trade movie blog stats screenshotThe blog started small, with less than 1,000 people viewing it in each of the first two months. The slow start was unsurprising due to the fact that there were only a few posts and even fewer links to other sites and blogs. As the blog matured and gained links in search engines and social linking sites (Digg, Technorati, etc.) the viewership of the blog skyrocketed, with over 6,000 viewers accessing the site in October 2008.

The challenge for the future of the blog is ascertaining how to monetize the impact of the blog — converting blog-views into sales.

Search Engines

The Fair Trade movie Google search resultsThe Fair Trade movie now occupies the top spot on Google for the following search terms: fair trade movie, fair trade film, “the fair trade movie”, “fair trade movie”; and top-10 spots for the following search terms: “the fair trade”, Lauralee Farrer, fair trade documentary.

On YouTube, The Fair Trade has top-5 placement for the following search terms: fair trade movie, fair trade film. (Unfortunately, the search for fair trade documentary sends us to a video on the premiere that was not produced by BH.) The trailer has been viewed over 600 times on YouTube alone. (Interestingly, the Lauren clip has been viewed over 600 times [more than the trailer] — maybe because she is romantically involved with Seth Rogen.)

This positions The Fair Trade as the first and most important film dealing with the subject of fair trade, an enormous success. The credit for this success must go to Lauralee for naming the movie The Fair Trade — every keyword you are looking for right in the movie title.

Tomorrow: retail search and retail channel saturation