Workwear Express Digital PR Case Study
597 first-page rankings increased in just 6 months for an e-commerce brand using a highly targeted approach to digital PR.
Digital PR
Results
Digital PR Results
88
Links achieved
73
Links in the target geographical region
70
Above link KPI
48
Average DA
Background
Your Baby Club is a platform dedicated to bringing the best advice from paediatricians, trained midwives, sleep experts, and parents to guide people on their journey into parenthood and beyond.
It also shares exclusive parent and baby offers, new promotions, discounts and competitions, all personalised to each expectant parent, to help them save money during a costly time of life.
Due to the complex nature of the brand, the direct competitors of Your Baby Club are some of America’s leading parenting and pregnancy publications, as they provide essential information and advice. Our challenge was to establish credibility for the brand and generate high-value coverage.
Objective
The key objective was to help build brand awareness for Your Baby Club and push authoritativeness through expert advice and guidance on key pregnancy and parenthood milestones.
We needed to secure placements within high-domain publications, to generate traffic back to the Your Baby Club website, while also building links in highly relevant publications to the target audience, which is those starting their journey into parenthood.
The Challenge and Solution
Our challenge was to position Your Baby Club as a credible expert in the field of pregnancy and baby health and wellbeing. Alongside this, we also wanted to create consumer-focused stories that resonate with the target audience and appeal to journalists at national and lifestyle publications.
To do this we adopted a dynamic digital PR strategy, which allowed us to expand our reach to a mix of publications, while also driving credibility and awareness for the target audience. The PR strategy included a mixture of reactive, proactive, feature pitching, thought leadership style outreach, and survey-led research, which combined allowed us to reach our objectives.
Coverage relevance
Digital PR Results in Detail
As we were set the challenge to appeal to niche parenting publications, alongside targeting higher domain national and lifestyle publications. We needed to explore how we could tackle this within the US market and adapt our strategy to suit the individual demands.
Our first observation was that, much like the UK market, journalists at higher domain publications are more responsive to tailored pitching, through journalist requests, feature pitching, and thought leadership style articles.
These methods helped us to secure links in New York Magazine, GoodtoKnow and more. The key element here is that the content provided to the journalist was, first and foremost, exclusive to the publication and secondly, expert-written by the in-house specialists.
We used the in-house team of experts to support this activity, and by doing so we were able to establish a solid relationship with these individual publications on behalf of the brand.
When securing coverage in more niche parenting publications, we found that tips and advice-based content was the most successful method. One key finding was that seasonal-based content was hugely successful – we tailored our strategy to suit this.
For each season, we explored different aspects that would appeal to and affect those who are either expecting a child or are new parents. For instance, seasonal aspects like weather, national holidays, and events like Christmas, Mother’s Day and Easter performed extremely well.
Our discovery from working with Your Baby Club is that for success across a diverse range of publications, we need to adapt and change our strategy to suit. We also needed to monitor the performance of individual methods of digital PR when working with domains, to establish a wider picture of how we can ensure that coverage is consistent and diverse.
