Client: Dragonfly Products
Client overview Dragonfly Products is a dog food retailer based in Slaithwaite, Huddersfield. The natural dog treats and food company promotes natural canine care and raw feeding. The retailer also offers in-store services for local dog owners, such as nail clipping, titre testing, and teeth cleaning.
Key stats:
- Seven pieces of press coverage
- Four backlinks built to the website
- PR reach of 9.3 million
- Average DA of 43
Campaign overview/brief:
As part of our PR activity for Dragonfly Products, one of our main objectives was to enhance SEO and website visibility and to strengthen the brand’s backlink profile.
To do this, we developed unique digital PR campaigns with the aim of achieving high-quality links from a dedicated wishlist of media publications, including national, regional, local, and industry-specific titles.
Targeting national, regional, and industry-specific press, we developed a PR mailer focusing on ten ways dog owners can keep their pets safe at a summer BBQ.
We developed the PR mailer in June, just before the peak of summer (July and August), when we knew that Dragonfly’s target audience of dog parents would be looking for BBQ advice regarding their pups.
Tactics used:
We undertook in-depth desk research, gathering information from numerous credible sources. As well as this, we included expert commentary from the Dragonfly team, as well as their veterinary partner, who shared an experience of a dog that came into her practice after swallowing a BBQ skewer. By using this information, we were able to show the real life dangers of summer garden parties for dogs.
Alongside this, we drafted a keyword-driven blog to live on the Dragonfly website to support SEO objectives and provide readers with more information. Once all the content was ready, we began a staggered media outreach approach, beginning with national media titles and expanding to regional and industry specific.
The results:
The team secured coverage with high authority regional publications as well as trade-specific outlets.
In total, seven pieces of coverage and four followed links were achieved with stand-out features, including:
- Edinburgh News (DA 85)
- The Falkirk Herald (DA 60)
- Fife Free Press (DA 61)
- The Scotsman (DA 85)
The average DA authority sits at 43, with PR reach accumulating to over 9.3 million. These results show the direct impact that broad-reaching online press coverage can have on our clients and support their overall business growth strategies. To learn more about our clients’ results, take a look at our case studies here: https://wild-pr.co.uk/our-pride