CASE STUDY
GOLD Comedy
ABOUT
GOLD Comedy gives girls and women the tools to find their funny and the places to share it with the world. Through in-person workshops, an upcoming digital course, an online community, and (actually funny!) content, they foster both comedy skills and the life skills that come with them. Their mission is to amplify girls’ and women’s voices — literally, with a mic!
SERVICES PROVIDED
- Content Marketing & SEO
- Digital Training
- Rent-A-CTO
- Web Design and Development
OVERVIEW
As a new start-up organization, GOLD Comedy needed to get their website from 0 to 60 so they could build brand awareness, drive workshop signups, and boost email signups. For this, they needed to move onto WordPress, refine their digital strategy, and increase traffic to the site.
Big Wins
- 10x Increase in Overall Traffic: By operationalizing a content marketing strategy for GOLD Comedy’s team of writers, they were able to decouple their site traffic.
- 7x Organic Traffic Growth: Specialized SEO work significantly boosted the site’s visibility in search engine results.
- 169% Increase in Social Media Traffic: This growth was achieved in just five months by implementing a comprehensive social media bible and influencer outreach strategy.
What We Did
Web Design and Development
As part of a larger digital strategy, Whole Whale migrated the GOLD Comedy site from a Tumblr MVP to a new, mobile-friendly WordPress installation. We gave the new site a fresh modern look and feel. This went in tandem with structuring the site to work as an engagement funnel, driving users landing on article pages to sign up for email or a workshop, attend a live event, and register for GOLD Comedy’s upcoming online course. Whole Whale also configured Google Analytics and Google Tag Manager on the new site to track these goal completions.
Content Marketing & SEO
In order to increase organic traffic and brand awareness, Whole Whale devised a content marketing strategy to target teens, parents, comics, comedy nerds, and other individuals who would be interested in GOLD Comedy’s mission. This work, which was operationalized for GOLD Comedy’s team of writers, increased traffic to their site by 10x.
Social Media Strategy
As a new organization, GOLD needed to build their social media audience from scratch. We put together a social media “bible” with strategies for their day-to-day posting, influencer outreach, and live events. In a matter of 5 months, we saw a 169% increase in social media traffic.
Below you can see the increase in overall traffic after we started working together in June 2017. This includes our work on SEO which helped them 7x their organic traffic.
While the scale in terms of traffic is a bit different, we are especially proud of this case study as it is extremely difficult to build a social media audience from scratch in today’s crowded market. More importantly, these new users actually engaged with GOLD in a more meaningful way. The conversion rate for social media traffic increased from 2% to 7%.
Capacity Building
Throughout the project, Whole Whale built capacity in the GOLD Comedy team by assisting in the hiring and on-boarding of new employees. Whole Whale led trainings for the GOLD Comedy team on a variety of digital topics, ranging from Google Analytics to pop-ups. Whole Whale also created processes, checklists, and reusable templates that the team can use independently.
CLIENT TESTIMONIAL
Key Insight
For GOLD Comedy, aligning a modern WordPress architecture with a specialized social media “bible” meant more than just tracking clicks—it meant identifying the specific value propositions that move women and girls toward finding their voice. By replacing vanity metrics with a “funnel of engagement” and conducting hands-on capacity building, the organization transformed its outreach from a broad broadcast into a precision tool for professional and personal empowerment.
Instead of guessing which messages would resonate with aspiring comics, they built a data-backed system that connects the dream of performance to the tangible resources needed to achieve it—and in doing so, empowered the GOLD Comedy team to independently scale their impact for years to come.
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