Stelrad Digital PR Case Study, eCommerce PR Case Study

Dubai Office:
Meydan Grandstand, 6th floor, Meydan Road, Nad Al Sheba, Dubai, U.A.E

London Office:
35 New Broad Street, London, EC2M 1NH

Essex Office:
Broom House, 39/43 London Road, Essex, SS7 2QL

The Client.

Stelrad are the UK’s #1 heating specialists who both supply and manufacture tailor made products. In a highly competitive industry, it was important that Stelrad’s PR strategy was able to clearly distinguish the brand from its competitors to drive links and traffic to the website.

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Results.

We were able to deliver on our client's brief, which consisted of nearly 500 placements, of which more than 320 were links across the UK, USA and renowned outlets in Europe. It’s a fantastic accolade as in addition to exceeding link targets, we established and nurtured relationships with journalists across prolific media outlets in the home and improvement and lifestyle sphere.

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The Objectives

We have been working with Stelrad for the past three years and had an extremely high success rate when pursuing digital PR campaigns targeted at their homepage for branded links. As a B2C business, Stelrad focus on providing their target audience with high-quality, trendy radiators that are easy to install in the home.

01. Increase site visibility for consumers and industry tradespeople through the creation of reactive campaigns.

02. Reinforce industry expertise where credible, reacting to industry news, journalists’ requests, and timely data-led campaigns.

03. Bolster Stelrad’s position in their industry as influential home, interiors, and heating specialists.

The Strategy.

With objectives set to meet brand goals and values, our task was simple; research, discover and identify data-led ideas fitting for the property, heating, and interiors sector, as well as earning authoritative backlinks through expertise. To help, the team began by undertaking desk research; understanding what was going on within our client’s industry and understanding core topics of interest consumers and journalists were currently talking about. We ‘married’ up principal themes that could go together for campaign ideas, whilst seeking out journalists across tier 1 and tier 2 publications in the UK and internationally that would want sector relevant content.

The Campaign.

To deliver on a long-term strategy, we produced an in-house database detailing journalists we have solid relationships with, split up by sector of interest, outlets covered, country, domain rating (DR) and type of content campaigns they were interested in. This enabled us to jump on timely opportunities, reaching out with campaign pitches they’d be keen to publish. As well as this, we needed to ensure our outreach strategy was as succinct as possible; outreach lists consisting of hit list outlets identified through competitor analysis, sites our client wanted coverage on, plus recognisable sites for brand authority and sector relevance. An example of topic relevance whilst delivering on domain authority was a reactive campaign offering Stelrad’s expertise as heating specialists when news in the UK arose that homeowners would be fined if their wood burners did not adhere to new smoke laws. A journalist at i News we had formed a fantastic connection with had emailed us once again to provide updated commentary on the news. We had previously worked with her before to discuss the environmental impact of wood burners. This, coupled with a brand-new release which we distributed to appropriate journalists covering the news earned coverage in a short space of time.

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Express

"It’s great to be working with the Absolute Digital team. They’ve secured some excellent results so far, helping us progress as a business which is exactly what we wanted."

Chris Harvey

Head Of Marketing

Award-Winning Digital Marketing: It’s All in a Day’s Work

Being able to see our hard work become part of award-winning digital marketing campaigns is always a pleasure. It’s not why we do it, but it shows the world we can. We regularly are both nominated and awarded for our forward-thinking campaigns that the whole team has a part in achieving. We want to do the same for you.

As one of the leading digital marketing companies with recognition in our efforts for both clients and our approach to worklife, from Agency of the Year to Best Company Culture and more, it really is all in a day’s work. Want to see how your business can share in our success? Discover our rich history of award wins and work with us – it’s that simple.

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