Client: Specialist Glass Products (SGP)
Client overview:
Founded in 2003, SGP is a structural glass manufacturer specialising in annealed, laminated and toughened curves, manufacturing and supplying all types of flat glass.
Key stats:
– 68 pieces of press coverage (all linking back to the website)
– Average domain authority for press coverage of 55
– Website page views increased by 10% compared to previous December
– Referral traffic increased by 16% compared to previous December
– Coverage resulted in a total reach of over 11.5 million
Campaign overview/brief:
In 2021, we developed a new comprehensive marketing strategy delivering all aspects of the marketing mix, including regular on-site content creation, social media management, digital marketing as well as digital PR, to help position SGP as the leader in glass manufacturing in key market sectors.
With the retail industry in the UK consisting of over 300,000 businesses, the sector is a key target for glass manufacturing. Structural glass is changing how companies shape their retail spaces, creating eye-catching displays to draw in shoppers during the holiday season and beyond.
With the pandemic putting a dampener on Christmas in 2020, consumers were returning to the streets in November 2021 along with festive window displays!
To secure high-quality linking coverage from high-authority and relevant media publications to support SGP’s SEO and keyword rankings around retail, we worked on a digital PR campaign that looked into the most popular Christmas window displays and shared insight on how retailers can create the best Christmas window displays in the future.
Tactics used:
Following a 118% increase in interest for the search term “Christmas window display” from October to November 2021, we looked into monthly search volumes to find out which Christmas Window Displays were the most popular worldwide.
After finding the top ten, we monitored the news and social media, looking for imagery of Christmas window displays among department stores worldwide. We also spoke to experts to find out how retailers can create the best Christmas window displays.
The results:
The campaign was a massive success! We secured 68 individual pieces of press coverage in a mix of regional and industry publications, all linking back to the SGP website. The coverage had a total reach of over 11.5 million, featuring titles such as Retail Times, Belfast News, and The Scotsman.
The coverage supported website traffic, leading to a 10% increase in website page views and a 16% increase in referral traffic.
We also saw significant improvements in keyword rankings, with the number of keywords overall increasing by 68% and estimated traffic cost by 36%. New search terms included ‘amazing retail displays’, ‘best retail displays’, ‘retail store display’, ‘window retail display’ and ‘best retail displays’.
View our full case study here to learn more about our work with Specialist Glass Products.