Client: BPI Auctions
Client overview:
Based in Wakefield, BPI Auctions creates bespoke disposal solutions supporting businesses of all sizes and sectors. Hosting over 1200 auctions per year for its marketing place of 1.5 million unique users, the team can manage the entire selling process, including the valuation, collection, storage, marketing and auctioning of B2B assets.
BPI offers its clients rapid turnaround times, a free marketing campaign tailored to its client’s needs and its team of specialist account managers are experienced within client sectors.
The brief:
With the much-anticipated fourth season of Stranger Things hitting Netflix at the start of summer, it created an ideal opportunity to run a reactive campaign. With the show being set in 80s America and many references to popular movies, music and tech from the time, the show’s return causes a surge of nostalgia and interest in retro goods. Because of this predicted rise in interest, we found out which 80s throwback items are worth the most on the current market.
Using the campaign, we targeted those who may be interested in purchasing retro items and highlighted how auctions could be ideal platforms to find them. We also targeted those in possession of items included in the list and looking to sell them through a trusted platform.
To do this, we researched popular tech, toys and gadgets from the 80s and reviewed current prices on auction sites and with vintage sellers. From this, we created a top-ten ranking of the most valuable items to base the campaign around.
Using the ranking, we created a press release to outreach to national, television, entertainment and lifestyle journalists, along with publications focused on auctions and retro items. We also created supporting blog content for the release to link back to and optimised the content to improve BPI’s SEO and keyword rankings.
Key stats:
10 pieces of coverage
10 new links built to the website, including one followed link
Total PR reach of over 30.5 million
328 views of the supporting blog in the first month¹
14.48% increase is sessions²
15.01% increase in sessions per user
The results:
Overall, the campaign secured coverage in several regional and national publications, including Wales Online, Edinburgh Live and MSN Money. Each piece of coverage also contained a link to the BPI website which helped to refer traffic and gain the supporting blog over 320 views in the first month after upload.
The coverage and increased traffic to the blog also led to improvements across website analytics. In the month following the coverage, overall sessions increased by 14% and the number of sessions per user increased by 15%. Goal completions of account registrations also increased by 1.36%.
The campaign also supported increases and improvements in keyword rankings, with a 7%³ increase in ranking keywords compared to six months prior. We also saw several new rankings relating to the campaign content, such as ‘arcade game auction’ and ‘amusement game auctions’.
Find out more about our work for BPI Auctions here.
- Blog views between the 1st and 31st of July
- 1st to 31st August compared to 1st to 31st July
- Total keyword rankings in February and August 2022