Established in 2021, Edinburgh-based Stravaig Spirits specialises in Scotch whisky, casks and project management for all bottling services. Services also include bespoke whisky tasting sessions for domestic and corporate events.
59
pieces of coverage
22
backlinks built to the site
193%
rise in users
170%
increase in page views
The Brief
Wild PR began working with Stravaig Spirits in November 2022. We were brought on board to support SEO objectives and strengthen the brand’s backlinks profile during the launch of the first whisky bottling release via their sister brand, Tri Carragh.
Key objectives for our activity included achieving high-quality links from a dedicated wishlist of media publications, including national, regional, lifestyle, men’s interest, retail, and industry-specific publications.
After conducting a thorough media and competitor analysis, we devised a comprehensive digital PR and link-building strategy to achieve our objectives effectively. Subsequently, we crafted a customised activity matrix encompassing digital PR campaigns, PR mailers, content creation, and continuous press office monitoring.
The Results
Since working with Stravaig Spirits, the team developed one PR mailer and two PR campaigns and monitored and managed their press office daily.
One of the digital PR campaigns we developed was the ‘Most Hated Christmas Gifts’, a survey-based campaign to determine which Christmas gifts the UK would be least happy to receive, as well as revealing some of the funniest gifts Brits have acquired. Coverage included Metro, MSN, Wales Online, and Gazette Live, as well as various regional print coverage such as Bristol Post, Evening Chronicle Newcastle, Liverpool Echo, Manchester Evening News, The Herald Plymouth, and The Journal Newcastle.
Overall this campaign achieved 18 pieces of press coverage, resulting in a +581% increase in users and a +659% increase in new users visiting the website.
Another campaign we developed for Stravaig was a call to action for individuals to apply for the ‘Best Job in the World’ and to become a whisky taster for Stravaig / Tri Carragh’s new bottling release. For this campaign, we drafted two press releases – one to announce that the new ‘job’ was open to applications and a second to announce the new ‘employee’ of Stravaig. As part of this campaign, we drafted terms and conditions and an application form for people to fill out and submit.
Stand-out coverage includes MSN, The Times, Wales Online, Metro (print), and The Sun (print). Overall, this campaign achieved 29 pieces of press coverage and 19 links were built to the Stravaig site. As a result, referral traffic on the site was up 4,300%, and users (+658%) and website sessions (+567%) saw uplifts too.
Comparing the three months Wild PR conducted activity for Stravaig to the three months previous, users to the site were up +193%, and page views saw an uplift in +170%. These results show the direct impact PR can have on website traffic and visibility.
It’s been great working with Wild PR. As a start-up, we needed a company that was understanding of our newness, could provide ideas, and a little push and encouragement. Wild PR responded with patience, helpfulness and, best of all, results which surpassed our expectations. I would have no hesitation recommending them and will continue to work with them in the future.
