Client: Heald Ltd
Client overview: Heald Ltd is a family business that manufactures Hostile Vehicle Mitigation (HVM) systems. They design, manufacture and install measures to protect buildings and pedestrian areas from potential vehicle attacks.
Key stats:
- Eight pieces of press coverage
- National and regional press coverage in Yahoo! News, Manchester World, Scottish Daily Express, and I Love Manchester
- 26 website referrals
- 67% increase in website referrals
- 30% increase in average engagement time
- 12% increase in new website users
- Average domain authority of 58
Campaign overview/brief:
We crafted a distinctive data-driven digital PR campaign to highlight Heald’s Christmas market protection offerings, bolster overarching business objectives and elevate Heald’s online presence. The campaign delves into Christmas markets worldwide, presenting a comprehensive ranking unveiling Europe’s Best Christmas Markets.
Tactics used:
Utilising credible third-party information, we developed an index looking at factors such as the number of visitors, number of stalls, Tripadvisor rating, length of opening time, TikTok views, and search volume. From this, we created a data index highlighting the top 10 out of 50 European Christmas markets. To bolster the campaign further, we created an accompanying graphic to map out the top ten markets.
Linking the campaign back to Heald’s products and services, we worked alongside spokespeople from Heald to include advice-led commentary discussing the need for perimeter protection at Christmas markets and, ultimately, the risks these public events can face if not secured with adequate protection.
The content created for the campaign included a national press release and a version targeted towards industry-specific security titles. security version. By creating alternate releases for different media outlets, we could offer niche content that is more valuable to different audiences. In the adapted security version, we further honed in on security as a topic and provided tips for event organisers.
To encourage backlinks to the Heald site and to support keyword rankings, we also drafted an accompanying blog post which delves into the top 10 Christmas markets in more detail. Within the blog, we offered more insights into each location and the reasons for ranking.
Campaign results:
The campaign secured national press coverage, including Yahoo! News, Yahoo! Sport and Yahoo! Life. The campaign also achieved covered in a range of wishlist regional publications, including ManchesterWorld, Proper Manchester, I Love Manchester and Scottish Daily Express.
Alongside the press coverage, the campaign helped support the organic performance of the Heald website with a 30% increase in referral traffic and an 8% increase in organic traffic since the campaign’s launch.
Visitors to the website also increased whilst the campaign was being outreached, leading to a 30% increase in average engagement time and a 12% increase in organic users.
To learn more about our work with Heald, view our full case study here.
If you want to learn more about how we can increase your brand awareness and strengthen your website visibility through digital PR, contact the Wild PR team or book a 30-minute introductory call with Katrina Cliffe.