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. Our objectives for this campaign were as follows:
Stelrad operate in a competitive industry and one that can often lack creativity. We knew that, in order for our digital PR campaign to be successful, we would need to think outside of the box.
Through doing so, we would be able to gain links in high-tier, high-brow publications to improve both SEO rankings and position the brand as authoritative and credible. A big part of our strategy was gaining coverage in interior design publications to get Stelrad in front of their target audience whilst continuing to drive the brand to the forefront of the industry.
- Using National Day content calendars as a guide, we identified relevant national days/events, such as National Cleaning Week, and created campaigns around them. The Spring Cleaning Hacks piece was launched just before National Cleaning week and gained high level coverage as a result.
- We often combine celebrity interior design style with expert commentary from our client to make our campaigns newsworthy. We looked at celebs interior accounts on Instagram and gained coverage across two niches – women’s magazines focussed on celebrities plus interior design focussed publications.
- Data led campaigns can be time consuming, so we always endeavour to ensure the ones we do will be relevant, newsworthy, and primed for targeted outreach. The topic of green energy and sustainability is always hot, so we came up with a campaign to measure the greenest regions across the UK. We angled the piece across many different regions so that we could target regional publications – this saw us gain 11 pieces of high level coverage for this campaign.
So far, we have got links in the likes of Forbes, The Sun, The Daily Express, Real Homes, Good Homes, Bustle and many more.
We have also achieved 126 pieces of coverage overall and counting!
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