Developing Esti Athens’ Content Strategy
Client
Esti Athens
Services
SEO, Content Strategy, Concept-Driven Ideas
Esti Athens is a premium lingerie and nightwear brand built around the values of femininity, timelessness, and refined sensuality. The brand’s digital transformation required not just a visual refresh, but a strategic shift—one that would translate the elegance and detail of its collections into a compelling digital presence. North was entrusted with reimagining the brand’s website, improving the structure, tone of voice, and shopping experience, while enhancing visibility through SEO and storytelling. From UX to content to search performance, our role was to ensure that every detail felt as curated as the pieces themselves.
Challenge
Esti Athens, a premium brand selling in the Arabic Emirates and Europe, sought to introduce a new brand concept while enhancing its online visibility through SEO and content strategies.
Solution
We created a robust content strategy focused on brand storytelling and audience engagement, paired with SEO optimization to capture high-intent traffic in both regions.
Strategy
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Step one
New Brand Concept: Developed a compelling narrative to align with luxury market demands.
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Step two
SEO Strategy: Optimized content and product pages to achieve high rankings in both the Arabic Emirates and European markets.
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Step three
Content Development: Crafted high-quality, engaging content to resonate with target audiences and drive organic growth.
Results
+280% increase in organic traffic within 5 months after SEO and content restructuring
Significantly improved brand perception through refined copy and UX tailored to luxury retail standards
Lower bounce rate and higher engagement across product and editorial pages due to improved storytelling and user flow
Successful integration of SEO best practices across core and long-tail keywords in lingerie, bridalwear, and nightwear
Higher conversion rates on product pages after optimizing layout, descriptions, and call-to-action structure
Stronger editorial identity through cohesive blog content, lookbook narrative, and collection-focused campaigns