The Need
Rippl, an award-winning employee reward & recognition platform, came to us wanting to increase its website performance, grow its brand awareness, and generate high-quality web traffic to fuel its sales pipeline.
How We Helped
Taking Rippl’s objectives, we devised a digital PR strategy with two focuses:
- Differentiate the brand from its competition
- Speak to its target audiences in a language they resonate with through online media
We started by analysing Rippl, its competitors, its target audiences and their search behaviour, as well as conducting a complete media audit. This foundational knowledge guided our media and link-building tactics.
Our research showed that the rest of the market was taking a vanilla approach to important HR and employee benefits pain points, leaving an opportunity for Rippl to challenge the norm. To capitalise on this opportunity, we developed a content-driven media strategy. This involved creating a calendar of forward-looking news stories designed to amplify Rippl’s core value proposition and thought leadership. By using untapped, publicly available data, we crafted unique narratives that not only captured the media’s attention but resonated with Rippl’s core audiences.
These stories included research which revealed:
- The number of job ads that list a statutory right as a workplace benefit
- HR’s viral expressions
- The cost of commuting
This activity was supplemented with an ongoing press office focused on newsjacking and securing thought-leadership feature opportunities to ensure a regular rhythm of brand mentions and, most importantly, links to drive web traffic.
