Case Study

Unheard of link coverage on the BBC for an iGaming brand

ClientCasumo

IndustryiGaming

ServicesDigital PR

RegionUK, EU

The Approach

Phase 1 · Audit

Baseline + opportunity audit

Forensic audit of the technical foundation, content footprint and link profile against the brief and the competitive baseline.
Phase 2 · Strategy

Prioritised plans, signed off

Built the prioritised content + technical plans, forecast the work, and signed off scope with the client team.
Phase 3 · Implementation

Shipped in 2-week sprints

Technical fixes, content creation, and outreach work shipped in two-week sprints with 6-week deliverable milestones.
Phase 4 · Compounding

Performance reporting + iteration

Monthly performance reports and quarterly business reviews. Iterated on the plan as the early wins compounded.

6

Number of Campaigns Delivered
18

Number of Links
86

Average DR of Link

I was amazed that we were able to get links on one of the biggest websites in the world.

MS

Matt Slater

SEO Manager

In Detail

How we ran the engagement

Phase

Brief Casumo wanted to get coverage in national newspapers and high authority sites without spending an arm and a leg on creative content with a high flop risk.

Strategy With little newsworthy content coming out of the gambling industry, we decided we would need to make our own news. We first set about understanding the clients audience by analysing their customer emails in Facebook Audience Insights. This led us to discover their customers are heavy FIFA gamers. Our editorial calendar also told us that a FIFA esports championship with a £250k prize fund was approaching. Therefore, we conducted original research into the salaries of esports players VS professional players and found that FIFA players earn more than 25% of all professional football players.

Results Although we can’t share the exact links we were able to win, the client was thrilled that we got coverage in the Guardian, BBC and Daily Star as well as a host of other niche trade and consumer magazines for the simple but effective piece.

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