In light of our recent nomination for the European Search Awards we thought the time was ripe to share a few more details about our work with Wedding Rings Direct and the ’Bride of the Year campaign’, which earned us a nomination in the ‘Best Use of PR in a Search Campaign’ category.
Wedding Rings Direct offers the largest collection of quality engagement, wedding and eternity rings in the UK. We first started working with them at the beginning of 2013 when they approached us to help them increase brand exposure, customer acquisition and revenue having suffered a significant drop in natural search traffic as a result of Google updates and subsequent penalties.
As part of their strategy, we came up with the idea of a Bride of The Year campaign, aimed at raising brand awareness and boosting social media engagement, whilst also building a number of high quality editorial links.
At the launch of the campaign, we asked friends and family of brides set to marry in 2014 to nominate the brides-to-be with photo and the reason they deserved to be Bride of the Year. We then approached wedding related businesses with strong blog domains to help us publicise the competition, whilst also inviting them to donate items or services for the winner’s prize package in return for media coverage.
When the competition launched, we used an ‘old school’ PR approach via press releases and calls to the local media and relevant wedding bloggers. This secured us coverage in the main local newspaper, whilst also gaining editorial links from bloggers.
In order to generate social media buzz, we created a contest app for Wedding Rings Direct’s Facebook page where brides-to-be could be nominated and then voted for by family and friends. To encourage the highest number of entries possible, we supported Facebook activity with advertising, accompanied by sponsored stories to extend reach even further.
There were a total of 28 entries to the competition with each entry receiving an average of 65 votes and six comments per entry. Bride of the Year content was shared on Facebook 12,322 times during the two months the competition was live.
In October– after receiving more than 800 public votes– Rosa Lee from Brighton was crowned Bride of the Year 2014, receiving a set of bespoke wedding rings as part of a prize package worth more than £1,500.
The winning bride receiving her wedding rings from Wedding Rings Direct
Campaign highlights included:
- 17 pieces of coverage from the media and wedding bloggers about the competition and winner
- 10,185 unique visitors to the competition on Facebook
- 84% increase in Facebook fans
- 41 high quality, editorial links from a variety of domains over the four months of the campaign (exceeding the target of 30)
In addition, year-on-year natural search traffic is now tracking above the pre-penalty level for the first time in twelve months.
Kate Rivera, Marketing Manager at Wedding Rings Direct said “We are so pleased with how the Bride of the Year campaign performed from both a brand awareness and social activity perspective. We increased our Facebook followers significantly and the campaign also allowed three months of daily social interaction with our audience across multiple social platforms including Facebook, Twitter, G+ and Pinterest.”
We’ve thoroughly enjoyed working on this campaign and were very happy to hear that due to the success of the competition, Wedding Rings Direct would like us to repeat and expand the competition nationally in 2014.
Watch this space for more details… and wish us luck with the European Search Awards!