Our Team’s 6 Favourite Digital PR Examples

When done right, digital PR can be very (very) effective. Search visibility, brand reputation, lead generation. The results speak for themselves. But what does a great digital PR campaign actually look like?

To showcase the best of digital PR, I asked some of our team to share their favourite campaigns. And here they are: six examples of digital PR that just got it right (including a few of my personal favourites too).

“Radical Storage (a global luggage storage travel brand) created a data story around the ‘Paris Syndrome’, listing the most underwhelming and underrated cities for tourists. With over 230 links secured, it’s been a huge success. And it’s not just a one-off, they’ve been doing it every year for the past five years. In that time, Radical Storage’s organic traffic has almost tripled (according to our analysis). So while there will be many factors at play, their excellent digital PR certainly won’t have hurt.”

Susannah Morgan, Deputy MD

“For me, it’s got to be the ‘Wedding Weather Calculator’ from Simply Be. They unveiled  it a few years ago to coincide with the launch of their wedding dress collection. It capitalised on some great intent, because everyone wants to check what the weather’s going to be like when they’re choosing a wedding date. And based on the amount of coverage and links it secured (all very focused on the publications that their target audience read), alongside the fact it’s linking to an interactive tool, it was brilliant for their brand and their SEO.”

Beth Ship, Associate Director

“My favourite digital PR campaign is PureGym’s ‘Most Popular Home Workout Songs’. PureGym analysed Spotify data, looking for playlists that included the word ‘home workout’. By compiling and analysing that data, they created a list of the best songs for home workouts. It generated a massive amount of coverage, links and brand awareness. What’s not to like?!”

Saskia Ponting, Account Executive

The UK’s public toilets will be extinct by 2104… This is one of my personal favourites just because it’s just so unique. Victorian Plumbing compiled a load of data (from FOIs, data scraping and desk research) on the decline in public toilets over the past 20 years. Combining this with some eye-catching creatives and a David Attenborough impersonator, the story generated a national TV placement, 50 pieces of coverage and almost as many links. It’s just a brilliant example of digital PR at its best.

A few years ago, Wordle was everywhere (to be honest, I was so hooked that I still play it now). And Word Tips made the most of this craze with a hugely successful data story – identifying the countries with the best Wordle averages in the world. They analysed almost 200,000 tweets that included #wordle, then extracted the game score from each of these. The result? A data story that achieved hundreds of pieces of coverage and links from an equally enormous number of referring domains – including a host of major news outlets worldwide.

Our client Rippl, an employee benefits and rewards provider, wanted to establish themselves in the HR sector and build their presence in search. To achieve that, we developed an integrated digital PR strategy – with our ‘Bare Minimum Benefits’ story headlining the way. Analysing over a 100,000 job adverts, we identified that 46% of vacancies listed a statutory right as a workplace benefit. The story was a huge success, dominating HR media with 20 pieces of very relevant coverage, securing valuable links to Rippl’s site and even getting covered in The Sun. And ultimately, it played a key role in the success of our wider digital PR strategy, as we increased Rippl’s domain rating by 14, improved organic traffic by 7%, and successfully established them in the HR sector (and search). Wonderful.

Feeling inspired? These examples are just the tip of the iceberg. If you need industry-leading digital PR results, we’re an award-winning digital PR agency that achieves more for you. Get in touch at susannah@energypr.co.uk.