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Challs International

Their needs

We were appointed by Challs International to help raise the awareness of its brands online and increase customer loyalty to its products. The company also needed to engage with consumers via a single portal, housing multiple brands. The team at Challs also wanted to ensure that throughout the brands websites the Challs brand was present, but not to the detriment of the individualism of the brands.

The solution

We began managing all online marketing for Challs’ brands, including planning and implementing social media campaigns, ongoing website support and content creation and management, website development and viral campaigns. We also created a character to act as an ambassador for brands through social media and news channels. 

Alongside digital marketing activity, Free Rein developed a multi site content management system, allowing each individual product to have its own unique website. In total the system houses 11 (and growing) individually branded, styled and functioning websites. Governed by a universal header throughout the sites, representing the Challs corporate brand. The site also allows for language variants, allowing Challs to house their Australian and European offerings within the same system.


When the single system went live, site visits immediately increased across the websites. The SEO friendly nature of the system allowed for greater search engine exposure. The freedom of the ‘all in one place’ setup also has seen an additional three website added since launching, and multiple sites for multiple countries.

On social media, Challs brands have achieved 1,000+ Facebook fans - and this continues to grow. An average competition has resulted in 10,000’s of fanpage impressions, a 40% email campaign click through rate and over 1,000 entries. Challs’ new YouTube channel was launched in 2012 and has already received 3,000+ channel views.

Solution Components

  • Content Management System (CMS)
  • Multiple Sites
  • Email Marketing System
  • Language Variants
  • Social Media Marketing