Building reactive links in a global pandemic

Brief

Our client, a leading e-commerce marketplace challenged us to build trustworthy links from high end and tier one publications to increase awareness around a specific content group, pointing links to target products to drive relevant traffic to these content groups.

Our approach

Strategy

The client’s target content group was ‘fitness’ due to the increase in people searching for home gym equipment at the height of the first UK lockdown due to Covid-19. We were able to get this piece out quickly, using the client’s first party data augmented with Google Trends data, to successfully reinforce social information narrative with accurate data displayed in striking infographics to highlight the increasing in interest and sales of specific home gym equipment.

Results

We were able to win 15 live links (max DR91) with 100% follow rate pointing to target product pages using the target generic anchor text including ‘dumbbells’ and ‘weight plates’.

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