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:
- Four pieces of tier-A coverage
- Coverage includes national, regional and sector-specific publications
- PR reach of 11,844,177
- Average DA of 74
- One new referring domain
Campaign overview/brief:
As part of our PR activity for Dragonfly Products, one of our main objectives was to enhance SEO and website visibility, as well as strengthen the brand’s backlink profile.
To do this, we developed a range of unique, data-led digital PR campaigns to achieve high-quality backlinks and brand mentions from a dedicated array of news publications, including national, regional, and sector-specific outlets.
Following a surge in dog thefts alongside a 57% spike in searches for ‘how to prevent your dog being stolen’, natural dog food retailer began researching the number of dog thefts across the UK to find out the worst area for this crime.
Targeting national, regional, and sector-specific press, using FOI data, we developed a PR campaign which revealed the top areas within the UK which held the highest number of reported dog thefts.
Tactics used:
Using Freedom of Information requests (FOIs), we sent requests to 45 UK police constabularies, enquiring how many dog thefts were reported in the last six years. Amongst the successful respondents, we created a ranking which included the top ten worst counties for incidents of dog theft.
Alongside this, to support the digital campaign, we undertook in-depth desk research, gathering information from numerous credible sources, and emphasised advice on how to keep your dog safe, using expert commentary from the Dragonfly team.
In order to support SEO objectives and provide readers with more information, we also drafted a keyword-driven blog to go live on the Dragonfly website. Once all the content was ready, we began outreaching to a large range of targeted media contacts, firstly focusing on nationals and following with the top ten regionals.
The results:
The team secured coverage within high-authority regional, national, and sector-specific publications.
In total, the campaign achieved three pieces of online coverage and one piece of print coverage, with stand-out features, including:
- Derbyshire Times (DA 60)
- Lancashire Telegraph (DA 73)
- Yahoo! (DA 91)
- Veterinary Times (PRINT)
The average DA is 74, with a PR reach of over 11 million and gaining one new referring domain. 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