Client: Stravaig Spirits

Client overview: Established in 2021, 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. 


Key stats

– 18 pieces of press coverage / 12 pieces of in-print coverage

– A 581% increase in users and a 659% increase in new users

– Over 4,300% increase in referrals

– 31,149, 684 PR reach

– Average DA of 91


Campaign overview/brief

As Christmas approached, we had a group brainstorm to decide how the angles for a PR campaign to build Stravaig Spirits’ website visibility, brand awareness and strengthen its backlink profile around the festive period. We came up with the ‘Most Hated Christmas Gifts’ campaign to target national, lifestyle and regional publications. 

This campaign included in-depth research and a survey to find out which Christmas presents Brits hate. We surveyed 2,000 Brits to discover their most hated Christmas gifts. We identified some interesting and robust results and created a top ten list of the worst gifts someone could receive, and novelty ties took the top spot.

We also planned to include a case study to bolster the press release and expert commentary from Stravaig Spirits.


Tactics used

The essential part of this campaign was running a survey and receiving the results, ready to analyse them and build the press release. 

For the survey, we used Opinium on behalf of Stravaig Spirits, and this enabled us to receive responses from 2000 UK adults. Once the responses were in, percentages against each item revealed a list of the worst Christmas gifts from one to ten.

We used this information to draft a press release, revealing the top ten and deep diving into the responses. Due to the goal of achieving press coverage in national and lifestyle publications, we also included a case study alongside the survey data. 

Alongside a press release, we drafted a keyword-driven blog on the Stravaig Spirits’ website, a more in-depth version of the press release to support SEO objectives. 

After all of the content was created, we built a bespoke media list of journalists we thought would want to cover the press release. We then began to outreach to media across national, regional and lifestyle publications.


The results

The team were delighted with the results of this PR campaign and secured coverage with national wishlist publications as well as key regional and lifestyle outlets. 

In total, 18 pieces of coverage and six links were achieved with stand-out features including:

– Metro (DA 90)

– MSN (DA 92)

– Wales Online (DA 90) 

– Gazette Live (DA 76)

The average DA authority of the publications we achieved coverage in is 91, with a PR reach well into the millions. After the press coverage was achieved in December, the website growth in January increased substantially. We saw a 581% increase in users from December to January, a 659% increase in new users, and over 4,300% increase in referrals. These growth areas show the direct result of press coverage in high-authority publications.

Learn more about the results for our portfolio of clients here.

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