The Nappy Gurus is an online retailer of eco-friendly baby products to promote an environmentally way of living. Key products for the business include cloth nappies which are a reusable alternative to disposable nappy products. 


backlinks to The Nappy Gurus website


pieces of press coverage


increase in website sessions


increase in new users to the site since working with us

The Brief

Wild PR began working with The Nappy Gurus in August 2021 and were brought on board to strengthen the domains backlink profile and support the launch of the annual Great Big Nappy Census for 2021. 

In order to meet the objectives of raising the overall profile of the brand, attracting customers, strengthening the backlink profile and supporting business growth, the team developed a full activity matrix that included digital PR campaigns and advice led content.

The Results

The team launched the first data-led PR campaigns using existing client data and additional search volumes which highlighted the Sustainable Parent Capitals of the UK. The press release was supported by an in-depth blog post and map graphics to highlight the key findings. The campaign achieved 33 pieces of coverage in total across national and regional titles. This campaign helped us not only increase brand awareness for Nappy Gurus but also position key spokespeople as experts in the industry and push key brand messages on a large scale to a national audience.

We also developed tips based content to highlight the process of becoming an eco-friendly parent and a secondary data-led campaign that utilised data and a real-life case study from a Nappy Gurus brand ambassador which achieved a further 27 pieces of linking coverage. 

Press office activity and responding to newsjacking opportunities has also been key for The Nappy Gurus as a way of achieving linking coverage from high authority domains. 

Through supplying press commentary on breaking news stories and product placement, the team secured a further 19 pieces of coverage in titles including The Sun, Business Leader and Frow Magazine. 

Across all the activity, the team have secured 116 pieces of press coverage to date including 75 links back to The Nappy Gurus website. Coverage highlights include The Sun, The Scottish Sun, The Metro, Yahoo, Norfolk Live, Bristol Post, Tech Register, Nottingham Post, Wales Online and Devon Live. 

A standout campaign for The Nappy Gurus in 2021 was our ‘Baby Names Based on Star Signs’ digital PR campaign which used expert insight and search insight to reveal the best-suited baby names according to the month a child is born. The campaign went hand in hand with a new product launch for The Nappy Gurus, an astrology based range of cloth nappies. This campaign generated 25 pieces of press coverage across regional and national press including the Liverpool Echo and Daily Waffle.

Since beginning working with the Nappy Gurus in 2021, we’ve seen huge growth not only in customers and traffic driven to the website but also keyword positioning for target terms including ‘disposable nappies’ which is now on page one of the search results. 

We continue to work with The Nappy Guru’s so watch this space for updates!

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.

Laura Davies

Founder - The Nappy Gurus

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