organic-growth
Kaizen Quarterly Spotlight Campaigns: Feb – Apr
Published: 12/05/25 - Updated: 13/05/25
Kaizen Quarterly Spotlight Campaigns
Between February and April 2025, we delivered standout work across five campaigns, each showcasing a different strategic approach. From international SEO and reactive digital PR to high-impact organic social. With each brand bringing its own set of goals, our teams tailored their strategies to deliver performance that truly moved the needle.
NSoft – Digital PR
Cracking a tough sector with smart strategy shifts
Earning links in the iGaming and betting space requires not only standout ideas but razor-sharp execution. As a sports betting brand, the added challenge was making campaigns feel relevant, without being so niche that they limited media appeal. As a result, we focused on campaigns more closely tied to sport, while making them broad enough to appeal to a range of different publications. The Stadium Report was a key example, tapping into the cultural relevance of sports to broad our reach. While iGaming is a tougher space to land coverage in, our content foundations were strong – and a strategic pivot helped us exceed our link KPI two months ahead of schedule.
Pivoting to unlock performance
With a solid sports-led campaign in place, we turned our focus to distribution, particularly in the U.S., where results weren’t yet matching the strength of the creative. While The Stadium Report was designed to blend sports relevance with broad cultural appeal, our analysis revealed the issue wasn’t the concept — it was reach. National lifestyle titles, while desirable, were oversaturated. We weren’t fully tapping into the potential of the U.S. media landscape.
We expanded our outreach to include underutilised digital markets such as DMAs, niche radio outlets and regional newsrooms with strong domain ratings but less competition. The impact was immediate.
The results
In just three weeks, we smashed the KPIs:
- KPI exceeded by 48%
- 80 links secured with two months still to go
- One campaign alone (The Stadium Report) generated 50+ placements and 45 backlinks.
By refining our targeting and doubling down on outreach optimisation, we transformed a slow start into a very strong turnaround.
Ohdoki – Digital PR
A bold brand, a bold strategy
Ohdoki is a male sex toy brand who wanted to build awareness and boost SEO in the UK and U.S. markets, promoting their hero product The Handy. Getting coverage in the sex and wellness space comes with challenges. Publications often draw hard lines on tone, language, and placement, especially around Valentine’s Day, when competition is fierce.
Agile, multi-angle PR for a taboo topic
To succeed, we crafted multiple story formats across different themes. From product-led pieces like the sex toy usage gap to reactive stories on Lent and Stress Awareness Month.
This flexible approach allowed us to learn fast, adapt quickly, and avoid the oversaturated Valentine’s Day narrative in favour of less obvious angles where we could lead the conversation.
The results
In just three months, we’ve helped Ohdoki secure standout coverage and meaningful SEO wins:
- Coverage includes: Glamour, NY Post, GQ, Ask Men, Vice, Yahoo, AOL, and more
- Ohdoki has been invited to submit The Handy and The Oh! for the 2025 AskMen Dating Awards off the back of the coverage.
By staying relevant without relying on shock factor, we’ve helped position Ohdoki as a trusted voice in an often-taboo space
Catrice – Social
Smart, Data-Driven Content That Resonates Across Borders
Catrice needed a campaign that would not only engage its UK and German audiences but also drive significant media coverage and traffic. With a focus on one key topic, we had to ensure it was equally relevant and impactful across these two distinct markets, leveraging both local insights and strong data-driven strategies.
Tailoring Content for Two Unique Markets
We started with a single index-based topic, carefully crafting it to be relevant to both the UK and German beauty audiences. Despite the clear differences between the two markets, our strategy involved understanding local trends and consumer behaviours to make sure the content resonated across both.
The campaign’s relevance was driven by strategic data analysis, and we tailored content to match regional interests — for the UK audience, we focused on broader lifestyle appeal, while for Germany, we dug deeper into industry-specific insights, ensuring that we provided the right data points for each market.
The results
The campaign generated impressive coverage across both markets, with standout placements in top-tier publications:
- UK: Timeout, Fashion United, and Professional Beauty
- Germany: MSN Germany, Expat News, Blick.ch, and TravelBook
By harnessing the power of data and tailoring our approach to meet the unique demands of each market, we drove coverage that was both broad-reaching and highly relevant to each audience.
Chill – SEO
Fixing misaligned rankings to drive better performance
Chill were facing a common SEO challenge: their homepage was ranking for “car insurance” terms instead of the dedicated service page. This meant users looking for car insurance were landing on a general page, not the one designed to convert them, costing them valuable enquiries.
Reclaiming relevance with focused on-page SEO
To resolve this, we revised the content on Chill’s main car insurance page. We ensured it was optimised for priority keywords, enriched with new supporting copy, and properly linked across the site to strengthen internal link equity. Alongside this, our Digital PR team continued to build authoritative backlinks to reinforce the page’s credibility and performance.
The results
With better keyword targeting and stronger technical foundations, Chill’s dedicated car insurance page saw major improvements:
- Page 1 ranking for the head term “car insurance”
- 61% increase in clicks YoY
- 81% increase in enquiries YoY
- Beat the enquiry target by 53%
By aligning content with search intent and strengthening the overall SEO strategy, we helped Chill channel more traffic to the right place and convert it.
Unobravo – Digital PR
Starting strong in a new market with smart prioritisation
When we began working with Unobravo in Italy, our backlink audit uncovered a high volume of unlinked brand mentions and broken links from quality publications. We used this insight to launch with a focused link reclamation strategy, ensuring we hit the ground running and secured early wins from day one.
Fast action, flexible execution
We started with a robust link reclamation strategy allowing us to start securing backlinks from day one. While larger campaigns were in production and the week-on-week workflow was being refined, we launched reactive outreach around timely moments such as World Sleep Day to keep momentum high.
The results (so far)
We’re seeing strong early traction, with eight high-quality links reclaimed in the first week alone, including coverage from notable Italian publications. This initial success reinforces that our strategy is delivering results, with quick wins secured and more complex campaigns already gaining momentum. We’re confident this sets the foundation for sustained, scalable growth.
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