FootActive are one of the leading manufactures of orthotic insoles. Whilst their product may be niche, there were numerous opportunities for us within digital PR to promote the brand and drive their visibility upwards in an effort to compete with businesses selling similar products at a competitive price. With this in mind, FootActive wanted us to achieve the following goals:
We knew that FootActive had a niche target audience due to the types of products they sell but we also knew that this would open up an opportunity for us to get creative in the way we approached the brands digital PR campaign.
Our ultimate aim was to gain links in high-tier, high-brow publications in order to improve both SEO rankings and position the brand as authoritative and credible.
This included the idea of gaining coverage in publications that cover sports, lifestyle, health and wellbeing in order to ensure we were able to capture their target audience in the most direct way.
We created a series of created campaigns that would support the brand in achieving the coverage needed in order to reinforce their image as one of the leading manufacturers of orthotic soles – something that may have been challenging during a time when people were restricted as to when they could leave their homes during lockdown.
- We utilised a combination of reactive commentary, data led campaigns and expert positioned press releases positioned FootActive in relevant and top tier news publications. This included: Expert reactive commentary on club foot following Love Islander Hugo Hammond entering the villa with club foot, data led campaigns on the UK’s Best Walking Holidays and an analysis on the most expensive Premier League injuries – to name just a few.
- Our National Days content calendar also played an integral part of FootActive’s campaign strategy, with Global Running Day, OAP Fitness Day and the Summer Holidays being perfect opportunities for relevant campaigns for this client.
- Our stand out campaign for FootActive so far has been the UK’s Best Walking Holidays campaign, which used data and design assets to reveal the top spots for UK walking holidays, this has gained relevant media coverage in regional news sites, walking and activity sites and nationals such as The Mirror and The Daily Express.
We have so far gained coverage in The Mirror, The Daily Express, Trail Running Magazine and Sussex Live.
To date, we have achieved 19 pieces of coverage overall.
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