The Brand
Due to the competitive nature of the niche industry in which Workwear Express operates, the PR strategy for the client also focused on increasing rankings for keywords and increasing search interest in the brand.
With minimal blog content on site, and the topic of workwear limiting the team’s ability to identify and outreach for brand, and product focused content. Ideation and reactive opportunities had to incorporate creative and ‘outside-the-box’ hooks and angles that would be of interest to the target audiences and publications the client wanted to generate coverage and links within.
The Brief
As part of the adaptable brief delivered to the JBH digital PR team, the campaign executed for Workwear Express aimed to build a range of UK links to identified key category pages from relevant industry, B2B, and consumer sites using a blend of reactive, proactive, thought-led features and newsjacking tactics.
The Solution
The team decided to take a three-pronged approach, focusing on balancing efforts on proactive outreach planned ahead of time to boost visibility and reputation to coincide with national awareness days, sporting events and culturally significant dates.
We also utilised our ability to execute timely reactive and newsjacking efforts that aimed to piggyback on relevant news stories and trending topics dominating the media landscape, hooking onto extreme weather warnings, law changes and viral stories emerging on TikTok and other social platforms.
Finally, we focused attention on the longer-term impact of feature pitching exclusive thought leadership comments and articles to leading industry press likely to be consumed by potential and future customers and stakeholders of Workwear Express.
