Case Study: Fenix Lighting

Fenix Lighting is a global leader in the high-end flashlights market. Use-case-led innovation combined with rigorous testing have made Fenix the #1 choice for flashlight enthusiasts.

Flashlights aren’t something you store away thinking you’ll never really need them. Flashlights are tools. They help us explore more, repair better, and go further. Flashlights are kept on hand. With their innovative design and technology, Fenix flashlights are trusted by everyday people, police officers, firefighters, search and rescue teams, outdoorsmen, and military and law enforcement personnel.

How do you take an already well-known brand and drive even more success for it?

Fenix Lighting wanted to build its customer base by increasing organic traffic to their website and refining their social media presence.

Although a multi-million dollar company, Fenix Lighting’s SEO and social media strategies were inconsistent and not well developed. Their website had outdated content and product pages were not created with SEO in mind. On social media, they had an existing following but were not getting the engagement rates they desired.

We worked with Fenix Lighting’s team to polish the brand’s personality and develop a tone of voice that mirrored their audience. We also provided consultation on visual branding and digital marketing budget allocations.

In order to meet Fenix Lighting’s goal of increasing organic traffic to their website, we developed a multi-pronged SEO strategy for them. We looked at industry and product relevant searches to develop content that served the audience.

Our hub and spoke SEO strategy included multiple forms of content that met Fenix’s audience at different stages of their customer journey. These included on-page and off-page optimizations such as new landing pages, blog posts around tangential content, and social media posts that directed people back to the website.

We also audited Fenix’s social media content and discovered that it leaned more toward generic looking posts that did not invite engagement from their dedicated fans. We viewed this as an opportunity to craft a branded feel for Fenix’s profiles along with learning more about our audience. We used social media the way we believe it is intended to be used — to be social with Fenix Lighting’s fans.