digital-pr
Digital PR Spotlight Campaigns: August – October
Published: 04/11/24 - Updated: 25/11/24
DIGITAL PR SPOTLIGHT CAMPAIGNS
The key to securing valuable backlinks for our clients and driving successful Digital PR campaigns lies in a diversity of approaches. With this in mind, we selected five high-performing campaigns that use varied strategies, from Reactive PR and brand indexes to hero and small stories. Each brand comes with unique goals, and our PR experts adapt their strategies accordingly. Below are examples from sectors like Finance, Healthcare, and Retail, showcasing the tailored approaches that helped each campaign excel within its niche.
Cleanest Cities
There is something about index campaigns that just sparks people’s interest. In our campaign Cleanest Cities for Deutsche Medz, the mission was to rank European cities for levels of cleanliness, taking into consideration air quality, drinking water quality, percentage and quality of green spaces and satisfaction with waste disposal. We wanted to ensure the topic is relevant for a brand in the health space, while also driving interest within the public. With this in mind, we analysed data for the 48 most visited and most densely populated cities in Europe and Germany, creating comparative rankings from the cleanest to the least clean cities. This approach allowed us to craft locally relevant stories, while tapping into the important topic of environmental awareness – offering interesting insights to locals, as well as travellers.
Coverage highlights:
Learnings & Results:
- Including multiple countries enhances the campaign’s international appeal, opening opportunities for cross-border media coverage and outreach, which resulted in 43 pieces of coverage.
- Using data sets that resonate widely, like pollution or waste levels, boosts the campaign’s relatability, catering to health and environmental concerns.The strategy helped us gain 22 links so far.
Lesser Known Driving Offences
Even experienced drivers can unknowingly break lesser-known road rules leading to costly consequences. Some surprising driving offences, such as honking the horn in anger, can result in unlimited fines and points on UK motorists’ licenses. For The AA, we investigated these often-overlooked mistakes, aiming to educate the public about these little-known driving regulations. Our strategy was to come up with a small story aligned with The AA’s tone of voice to offer informative content to the public and drive traffic to their ‘breakdown cover’ category page.
Coverage highlights:
The Mirror UK, Express UK, Metro UK
Learnings & Results:
- Informative pieces attract attention. Knowing the audience wants to avoid fines, we crafted a story to raise awareness of the risks and drive links to The AA’s category page, resulting in 17 links so far.
- Highlighting the AA’s expertise in driving laws enhanced the authority of the piece, showing how expert-led content can boost the credibility of public awareness campaigns, leading to 26 pieces of coverage this quarter.
Colourful Celebrations & Destinations
There are countless celebrations around the world, each with its own unique traditions, cultural specificities, and… colours. For our client Printful, a global print-on-demand company that helps businesses create and sell custom products, we explored some of the most popular and colourful celebrations, identifying their signature colour palettes. As an additional angle, we also researched the world’s top colourful destinations. Our methodology was creating a seed list of some of the world’s most popular celebrations and destinations, analysing the Instagram hashtag volume and Google search volume for each. For the most popular celebrations and destinations, we created a colour palette to reveal the signature colours of each celebration and destination. This campaign connects Printful’s printing services with the vibrant colours of each celebration and destination, as their products cater to those looking to create their own merchandise, clothing, banners, or more.
Coverage highlights:
Time Out, Secret London, News Shopper
Learnings & Results:
- Building bespoke, creative content is key to targeting a niche audience, such as travellers and culture enthusiasts who might be interested in using Printful’s services. Creating tailored content for this target audience has helped us gain 16 links so far.
- Launching the campaign during relevant seasonal events or holidays maximised its impact, illustrating the importance of timing in digital PR strategies. The timing and newsworthiness of the campaign got us 18 pieces of coverage so far.
Journalist Request Reactive Campaign
Reactive PR offers retail brands like Flooring Hut a valuable opportunity to engage with trending topics. As part of our broader PR strategy, our Press Office collaborates closely with Flooring Hut’s experts to secure targeted product and homepage links within 48 hours. Using Response Source, we identified journalist requests in the interior niche that aligned with Flooring Hut’s offerings, such as ‘cleaning hacks’ and ‘interior trends.’ By providing expert commentary, the majority of requests resulted in coverage, successfully positioning Flooring Hut as a trusted authority in their field.
Coverage highlights:
Daily Express, Ideal Home, Daily Record
Learnings & Results:
- Building a trusted relationship with our clients is essential for kicking off a successful reactive PR campaign. It enables us to respond quickly to the news cycle and ensures faster turnaround times.
- Tapping into various niches within home & lifestyle e.g. “cleaning hacks” and “interior trends” is key to landing relevant, category-level links for the client. The 6 category-level links we’ve gained so far demonstrate that it’s possible to earn these links while covering trending topics.
- Providing journalists with longer quotes has seen a higher success rate, as it gives them more content to choose from and embed into their stories, which resulted in 11 pieces of coverage so far.
Money Literacy
Understanding finances is crucial for navigating life’s challenges, yet many people struggle with financial concepts and terminology. For our client, Shepherd’s Friendly, which provides savings, investment, and insurance products to the British public, we aimed to assess how well Brits understand finance. We conducted a quiz with 2,000 participants across the UK, covering topics such as ISAs, investing, and life insurance through 40 questions. This research not only highlighted areas of strength and weakness but also revealed individuals’ financial regrets and confidence, aligning perfectly with our client’s offerings and raising awareness about their products.
Coverage highlights:
Moneyin2, FT Adviser, The Fintech Times
Learnings & Results:
- Highlighting significant statistics, such as gender differences in financial knowledge, attracts attention and drives discussions.
- Positioning the campaign as a tool for financial education helps boost brand authority and ties back nicely to those all-important E-E-A-T signals in the “Your Money Your Life” space. By making it more newsworthy and appealing to the public, we’ve secured 16 pieces of coverage so far.
- Using data to craft messaging around financial literacy gaps and regrets helped resonate with the audience, earning 12 links to date.
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Bianca Avelar
Bianca joined Kaizen in 2023 as a Marketing & Culture Assistant. From managing our social media channels to devising internal marketing strategies, she supports all marketing needs.