Campaign

DIY for Beginners

Campaign goal

10 guaranteed links

Market

UK

Results

0

Links achieved

0

Pieces of coverage

0

Average Domain Authority

BACKGROUND

Victorian Plumbing is one of the most well-known bathroom brands in the UK partly due to their fun and down to earth tone of voice. In order to remain highly competitive in organic search, the brand wanted to do a campaign that not only reflected their knowledge and expertise, but also had the widest audience reach to ensure we could achieve both tier one and hyper-relevant coverage with the same campaign.

OBJECTIVE

In order to remain highly competitive in organic search, the brief outlined a link acquisition campaign that would not only generate authoritative links, but would reach an already invested and interested audience - DIY and home improvement fans.

However, when we were due to launch our original campaign, the UK went into lockdown and the sentiment around the topic was not appropriate at that time.

Instead, we looked at the type of stories journalists were covering and what was landing in the lifestyle press in general and decided to reframe the campaign to provide useful and actionable tips and advice from a thought leader within the business - taking a reactive PR approach.

THE SOLUTION

We created a range of content around the topic of DIY during lockdown, from sharing simple home-improvement tips to creating a spa-experience in your bathroom and teaching your children simple DIY tasks.

The beauty of these listicle pieces, is that by sharing useful advice at a crucial time and being sensitive to the national situation, we were able to build brand credibility whilst generating authoritative and highly relevant backlinks on national news sites and home and interior design publications.

REFERRING DOMAIN TREND

Referring Domains: Between April 1st and May 1st we saw a sustained increase in the referring domains pointing to Victorian Plumbing's homepage.