Content amplification demands best in class local adaptation

International content promotion

Global consumers enjoy an abundance of choice in branded/marketing content, whether presented via search activity, shared via chat and social, or pushed via paid media. This abundance implies that only a very narrow selection of content will be ‘naturally’ viewed in depth, so once the valuable content is identified (see content audit) and planned (see content planning), content promotion – or how to encourage interaction – is the next phase to consider.

Oban’s content promotions campaigns consist of two components: organic (via influencer outreach/digital PR), and paid promotion, primarily using social channels such as Facebook, VKontakte (VK), Linkedin or WeChat.

We begin with attention to agreed goals and KPIs, crafting the best blend of organic to paid activity to meet campaign requirements concerning reach, audience, required engagement priorities etc.

Organic efforts will focus on collaboration with in-market influencers (for example, local fashion and style bloggers) to evolve and promote content via trusted and reputable websites and social accounts. Organic also requires digital PR, where our Local In-Market Experts (LIMEs) work with established media partners to publish content and encourage social sharing across publisher networks.

For paid content amplification activity, we will:

  • Review content assets to be amplified and match to user journey stages and optimum platforms/channels.
  • Execute amplification activity across best global, and in-market channels/platforms e.g. search, display, Facebook, Twitter, Yahoo Gemini, Outbrain, WeChat etc.
  • Optimise the distribution and visibility of your content to agreed campaign goals and tactical KPIs.

Content amplification demands best in class local adaptation, and our Local In Market experts (LIMEs) play vital roles in ensuring that both your content and the messaging used to promote it is 100% suitable for relevant markets and languages. Rigorous optimisation of the content is also crucial, and our teams will work doggedly to meet goals and KPIs. Rest assured that we are experienced in working with many types of content, from articles and e-books to videos and podcasts.

Results – Amara

For Amara’s launch into the French market, our strategy focussed on increasing online visibility to drive traffic; identifying and building relationships with key influencers for continuous collaborations; and attracting positive online media coverage through innovative digital PR.

Good to know – Our strategy delivered a 22.7% increase in visibility and traffic.

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Some of our clients


Merlin Entertainments

We have worked with Merlin since 2017 on a range of SEO, Content and UX projects for their attractions, including London Eye and Madame Tussaud's, as well as providing paid media support for the launch of Legoland Japan.


Jo Malone London

We have worked with Jo Malone London since 2015, through their sale to Estee Lauder Group and ever since. We provide ongoing technical SEO services and SEO migration consultancy across 21 markets,  plus SEO training for their broader team.

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BBC World Service

We have worked with the BBC World Service since 2015 and have won several awards for our work, most recently in India. We provide above the line planning and buying across a range of markets in Africa, the Middle East and Asia, including  Egypt, Nigeria, Ethiopia, Kenya, Senegal, India and more.   We run a diverse range of campaigns using multiple formats, from wrapped buses in Nigeria to TV advertising in Egypt and radio advertising in India.

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Global software company Unit 4 partners with Oban. We support them with SEO, including managing the consolidation of their multiple sites to one main domain.


Big Bus Tours

We started working with Big Bus Tours in 2015. We promote tours in over 20 cities to travellers from over 150 countries. We meet ambitious growth targets year after year, delivered within strict cost parameters, providing impressive and sustainable growth. Google have used our work as a worldwide case study. We have won awards including Travolution's prestigious Best paid Media Campaign and  Digital Marketing Campaign of the Year.  Since the pandemic,  we have bounced back to our best ever set of results in 2023, winning an E-commerce Cross-border award. The judges said 'It’s a master class in paid media resilience and adapting to changed circumstances and demonstrates how a three-pronged paid media strategy delivered stunning results, far exceeding the last year before the pandemic. For marketers looking to understand the optimal blend of manual and Smart Bidding, this entry provides key insights – as well as proving the value of a granular campaign structure, bespoke user journeys for different audiences, multi-lingual opportunities, and continually iterating campaigns to deliver sustainable competitive advantage.' 

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We provide Paid Media,  SEO and Content for AXA Global Healthcare working with consumers across 140 markets. We have won several awards for our work including Best Use of Search and Most Effective Marketing Campaign. We have worked with AXA since 2014.

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We worked together on a range of services including technical SEO, content,  UX and Paid Search in the UK, US Germany and Thailand.  'We've worked with Oban for almost 6 years now and we trust and value their opinions across both organic and paid media.'



IFS develops and delivers enterprise software for manufacturing and distribution businesses. Oban have been working with IFS since 2019 to create and deliver their SEO strategy and implementation, which included consolidating 19 sites into one with no loss of organic visibility.



We have been working with Conair for three years providing a mix of Paid Media support and Above the Line activity across European markets for their portfolio of brands which include BaByliss and Cusinart. Navigating a complex retail landscape with multiple resellers, we help drive brand awareness in an increasingly cluttered and competitive market.



YMCA Downslink is Oban's chosen charity, supporting young vulnerable people and preventing homelessness. We provide strategic advice and digital marketing support to help them recruit supporters and achieve their fundraising goals.


First Sentier Investors

First Sentier Investors is a global asset management business. We have worked with FSI for 5 years providing a mix of global SEO strategy, implementation and migration support across markets in Asia and Oceania, delivering continuing sustainable organic traffic and session growth. 

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