Securing quality coverage through seasonal reactive campaigns

ark_wildlife logo

links created by reactive campaigns

reactive campaigns in 2022

total links in 2022 – 25% reactive

About the Ark Wildlife Digital PR case study

  • About the client and the brief
  • What we delivered
  • The results
About the client and the brief Open Tabbed Content

Ark Wildlife wanted to reach new audiences with a different type of digital PR campaign in 2022. The Distinctly team therefore chose to deliver an event-based campaign that utilised relevant awareness days and seasonal events.

The objective was to produce high-quality links and coverage for Ark Wildlife with the ultimate aim of raising brand awareness and increasing online sales.

The team harnessed our awareness day calendar, reactive digital pr skills and targeted 3-months plans with our client’s expertise to successfully position Sean McMenemy, garden wildlife enthusiast and founder of Ark Wildlife, as an authority in his field across key media outlets.

What we delivered Open Tabbed Content

The Distinctly team produced a winning formula in 2022 by identifying relevant opportunities using client expertise to create engaging campaigns to promote to relevant journalists.

The winning formula:

Seasonal event + Wildlife + Expert insight = Links

We selected seasonal topics, monitored current news cycles and identified yearly seasonal events to target (such as heatwaves, cold spells, Valentines Day and Halloween).

A relevant garden wildlife animal and focus story was identified for each of these seasonal events. We then asked Ark Wildlife’s established expert, Sean McMenemy, to provide his insight on how the public can help their garden wildlife during each of these seasonal events.

For example:

Halloween + Bats + Sean’s insight = “Bat bonanza: How to attract bats into your garden this Halloween” = Links 

The final stage of our process was to promote each campaign. The team identified all the relevant niches that would be interested in each campaign story. We checked who had covered similar stories previously and created tailored lists of national journalists, gardening publications and wildlife bloggers and others.

The results Open Tabbed Content

Each campaign delivered the desired results with April and December’s campaigns of particular note.

In December the Cold Weather campaign was “Rescue robins from the harsh winter weather this Christmas, urges garden wildlife expert”. It used the winning formula of Cold weather + Christmas + Robins + Sean’s insight = Links, This reactive campaign generated 10 pieces of coverage, including in the following target publications MSNSky NewsEuroNewsRTECountry LivingHouse BeautifulYahoo and Yorkshire Post.

Overall, this supplementary reactive approach to campaigns produced 58 links as part of our ongoing digital PR project work for Ark Wildlife. In total 258 links were delivered in 2022 – almost 25% achieved through reactive campaigning.

Quote From Client

“Distinctly bring the same professionalism to digital marketing as we do to garden wildlife. I’m an expert in my field and it’s a delight to find a company that uphold the same ethics and expertise in their own field.”

Sean McMenemy, Managing Director and Founder, Ark Wildlife

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