pieces of coverage
total coverage views
average domain rating
About the Spreadshirt Digital PR case study
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About the client and the brief
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What we delivered
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The results
Spreadshirt is a global provider of customised fashion and lifestyle products, specialising in t-shirts. As a subsidiary of Spread Group, Spreadshirt was founded in 2002, in Leipzig, Germany, and now operates four production sites in the U.S. and Europe.
The objective was to drive high authority links and coverage from national news outlets to the Spreadshirt website and licensed music clothing ranges to increase authority, while simultaneously boosting brand visibility.
To do this, we would create a data campaign, which we would promote reactively, to generate coverage and increase brand awareness of Spreadshirt.
Distinctly proposed a campaign to reveal the ‘most valuable band tees’, in line with the increasing value of vintage band t-shirts and merchandise.
To do this, the Distinctly data team analysed listings of vintage band t-shirts on eBay to find the artists with the highest selling t-shirts.
The findings revealed the most valuable individual band t-shirts, along with the artists with the most valuable merchandise on average, further broken down by genre, era and demographic.
Distinctly then created onsite material to share the results, hosted on the Spreadshirt website.
To supplement the outreach of campaign material, we expanded on the campaign data when appropriate reactive opportunities arose.
For example, we were able to apply our data to the news of Oasis’ reunion in September ‘24.
After identifying an opportunity for a reactive pivot of our campaign material, we narrowed our data focus to Oasis t-shirt listings, which were highly ranked in terms of value and provided strong angles for press.
We continued to replicate this reactive style of outreach following it’s success, producing press releases themed on Taylor Swift (following trending news) and Mariah Carey (in line with the festive period), Beyoncé and more.
Key outcomes:
For the first time, the campaign provided Spreadshirt exposure in organic rankings for key music merchandise search terms, including:
- “thrift band tees”
- “2000s band tees”
- “old band shirts”
- “old band tees”
The report material created by Distinctly and hosted on the Spreadshirt website is the top authority driving blog page to the website.
The URL rating for the ‘Custom t-shirts’ service page, which the report sought to channel authority to, increased by 43% across our collaboration.
Improving brand awareness with links and coverage:
The ‘Oasis’ and ‘Beyoncé’ campaigns generated 98 pieces of coverage across UK and US media, appearing in high-authority outlets including The Daily Mail, The Cut, and Loudwire. We also gained coverage across US local radio stations, being used across local network websites as well as being used as an on-air conversation piece, providing valuable exposure to the client’s target audience.
Between September 2024-March 2025, Spreadshirt secured a total of 101 linked and 11 unlinked placements with an average DR of 58, significantly boosting brand visibility in key national publications across both markets.
In the six months before our collaboration, referring domains increased by just 0.3%; in the six months of our working, referring domains increased by 10%.
See the full campaign here.
Quote From Client
“The Distinctly digital PR team delivered an exceptional US-focused campaign, securing high-quality coverage that elevated our brand visibility in a key market. Their creativity, responsiveness, and results-driven approach exceeded our expectations.”
Frederick Hughes, SEO Manager, Spreadshirt
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