Based in Slaithwaite, Huddersfield, Dragonfly Products is a dog food retailer, stocking raw and dry dog food and treats that are 100% natural, with no additives, chemicals, or flavourings added.
Dragonfly also performs in-store services, such as nail clipping, Emmi-Pet teeth cleaning, and titre testing. Dragonfly works with a holistic veterinarian, holding regular clinics at their Slaithwaite store for people interested in a natural approach to canine care.
The Dragonfly team is passionate about promoting natural canine care and feeding.
49
pieces of coverage
114%
increase in referral traffic
29
backlinks built to the website
15.71%
increase in average order price
The Brief
Wild PR began working with Dragonfly Products in June 2022. We were brought on board to:
– Support SEO objectives and strengthen the brand’s backlink profile
– Increase brand awareness
– Engage new customers in local areas
– Increase website traffic and sales
– Oversee the wider marketing activity, including social media community management and email marketing
The key objectives for our activity included achieving high-quality links from a dedicated wishlist of media publications, engaging with customers at a national and hyper-local level, as well as increasing followers and engagement across the key social media channels.
To achieve the desired outcomes, we developed a full digital PR and marketing strategy after undertaking a full media and competitor analysis. This was then followed by creating a bespoke activity matrix which included digital PR activity, social media content calendar, email marketing schedule and monthly community engagement tactics.
The Results
Over the six-month project period, the team developed a range of campaigns to boost brand awareness and secure high authority backlinks. These included:
– Sleepy Pups Campaign – A photo competition to find the UK’s sleepiest dogs,
– Ways to keep dogs safe at BBQs – An advice guide on the potential dangers to dogs at garden BBQs
– Pet theft hotspots of the UK – An FOI data-led campaign which looked at the regions across the UK that had seen the biggest rises in dog theft crimes
– Christmas gift guide for dogs – Seasonal outreach for Dragonfly’s festive sets and range of gifts
The campaign activity, along with the ongoing press office, led to the team securing 49 pieces of PR coverage, along with 29 backlinks from high authority publications. Highlights include The Scotsman, Daily Mirror, The Yorkshire Post, Daily Star, Dogs Today, Yahoo and Pets Gazette.
Website metrics improved due to the activity, with an 11% increase in users and a 13.85% increase in new users compared to the previous year. The website also saw a 3.55% increase in sessions, and referral traffic improved by 114%. Linktree, the tool used to direct social media users to the website and online store, had a 438% increase in referral traffic during the six-month project period.
Direct referrals from the PR coverage included Huddersfield Hub (20), Scotsman (3), Edinburgh News (3), Companion Life (2), Dogs Today (2), Derbyshire Times (1) and UK News Group (1).
Having worked with other agencies previously, I have been really delighted with the team at Wild. They are creative, motivated and attentive and I couldn’t ask for more.
We’ve seen some great pieces of coverage achieved, and they always go above and beyond in the best interests of their clients.
