Client:Aventus Clinic
Client overview:
Based in Hitchin, Hertfordshire, Aventus Clinic provides a range of affordable, high-quality and exclusive treatments for hair and skin rejuvenation to help clients look and feel their best. Key services include FUE hair transplants, Dermatology, skin rejuvenation and PRP therapy.
Key stats:
– 51 pieces of press coverage
– 10 followed links built to the Aventus Clinic website
– 57 average domain authority of press coverage
– 257% increase in users to the site following the campaign launch
– 39% increase in organic traffic since the campaign launch
– 21 referrals to the site from press coverage
Campaign overview/brief:
As part of our PR work for Aventus Clinic, our main objective for 2022 is to support SEO objectives and strengthen the brand’s backlink profile. To do this, we developed a unique digital PR campaign with the aim of achieving high-quality links from a dedicated wishlist of media publications including national, regional, lifestyle and trade-specific publications.
Focusing on the national and lifestyle press, we developed a data-led digital PR campaign which honed in on the skincare expertise of the Aventus Clinic team.
For this campaign, we conducted an experiment to identify which common items in a make-up bag harbour the most bacteria. We then offered unique insight from the team at Aventus Clinic on the harm this bacteria could be causing to your skin and offer advice on how to clean and maintain your beauty items to avoid future infection!
Tactics used:
One of the most important elements of this campaign was being able to visually show the bacteria and the results of our experiment. We knew straightforward desk research or a survey wouldn’t provide us with this insight we needed so instead, we swabbed 11 items using professional scientific equipment and used the insight alongside shocking imagery of the swabs and make-up brushes to develop a bespoke press release. The press release focused on the scientific analysis of the swabs and included expert commentary from the Aventus Clinic team on each item we swabbed in terms of the impact this would have on your skin.
Alongside this, we drafted a keyword-driven blog post which was uploaded on the Aventus Clinic blog to support SEO objectives and also provide readers with more information on the experiment. Once all the content was ready, we began a staggered media outreach approach beginning first with national media titles and then expanding out to lifestyle, beauty, trade-specific and regional press.
The results:
Since launching the campaign, the team have secured coverage with wishlist national publications as well as trade-specific and lifestyle outlets. Over 50 pieces of coverage and 10 followed links have been achieved to date with stand-out features in the Daily Mail, New Beauty, linking coverage in The Sun, coverage in The New York Post, coverage in The Mirror and international features with titles including Madmoizelle, Femme Actuelle and Green Me.
Since the launch of the campaign, we’ve not only seen 21 referrals to the Aventus Clinic website from press coverage, but we’ve also noticed an overall uplift in organic traffic (+39%) and users visiting the site (+257%). These results show the direct impact that broad-reaching online press coverage can have on our clients and support their overall business growth strategies.
Find out more about our work for Aventus Clinic here.