Kimberly-Clark Malaysia

A 3-month initiative to boost the visibility of priority Kimberly-Clark products on Malaysia’s biggest e-commerce platform.

+28%

Average increase in discoverability (views & visitors)

+155%

Average increase in SEO optimization score: from 34 (low) to 88 (high)

11%

Conversion rate achieved

Brief

To increase product visibility within Shopee’s internal search results, resulting in higher conversion, enhanced customer experience, and competitive edge.

laptop screen showing shopee marketplace

Solution

Optimize the Shopee product description pages (PDPs) of Kimberly-Clark paper SKUs.

What we did

Greenpark started with an SEO audit of the PDPs to develop an insight-led strategy. We assessed the marketplace search and competitive landscape, identifying vital gaps and opportunities for Kimberly-Clark. We also developed a unique scoring system to evaluate the quality of each PDP before optimization.

Product SKU titles and descriptions were then thoroughly revamped. We enriched and restructured the content using data from keyword research, competitor insights, and consumer behavior, while adhering to brand guidelines, product USPs, and Shopee-specific best practices.

Results

After just 1 month, 40% of our target keywords were ranking on page 01. Average PDP quality score increased by 22% and manifested in higher product placement within Shopee search results.

Less than 3 months after PDP optimization, page views and page visitors increased by 27% and 29%, respectively. Average SEO optimization score rose by 155% — a healthy indication that each PDP is now expertly-optimized for search engines. The resulting 11% conversion rate achieved by this initiative is +19bps and 1% above the Shopee benchmark.

*Performance data is cumulative data for the 30 SKUs Greenpark has optimized.

*The combination of Greenpark’s organic efforts (optimizations) and existing paid media activities influenced the success of the project.