Winning brand authority for Vape Club and positioning them as an industry leader

Coverage in national titles including The Sun, The Express, The Metro, The Evening Telegraph and The Daily Record

Coverage in local titles including the Watford Observer, the Harrow Times and This is Local London

Combined online daily reach from coverage across all publications

The UK’s largest vape e-liquid retailer, Vape Club supply vape kits, vape tanks and coils, plus an extensive range of over 900 flavours of e-liquid.

The brief

We were tasked with promoting Vape Club as a vaping industry leader, building authority and exposure for the brand through a process of targeting and utilising relevant press opportunities.

Alongside an increase in brand awareness, this activity was intended to attract high quality, relevant links from a wide variety of sources to increase the authority of the Vape Club website and specific keyword rankings.

What we delivered

We identified key opportunities to raise awareness and prominence of Vape Club as an industry leader by offering authoritative, expert commentary from Dan Marchant – the founder and director of Vape Club. This was available to journalists before, during and after they researched and wrote articles on the topic of vaping, and its growing popularity as an alternative to traditional cigarettes.

A topical opportunity to provide industry expertise was the introduction of new vaping laws in May 2017,  which imposed new rules and regulations around buying and selling vape equipment as part of the Tobacco Products Directive (TPD). With the abundance of articles being published around the date of the new laws, this allowed us to contact the relevant journalists and pitch Dan’s expert commentary to add value to their audience.

The inclusion of expert insights and authoritative commentary within an article – placed alongside clarity of the new regulations – resulted in informative, relevant and timely information designed to educate vapers around the new laws.

The results

The results were substantial, meeting our objectives of both promoting the brand and building high quality, authoritative, relevant links to the Vape Club website.

Our targeted activity has, to date, resulted in 20+ pieces of national press coverage, including The Express, The Daily Record, The Metro and The Evening Telegraph.

We also achieved coverage in a selection of regional titles, including The Bolton News, The Leicester Mercury, The Northern Echo and The Exeter Daily.

What the client thought…

“Distinctly have worked creatively yet concisely to build and promote visibility of Vape Club as a leader within the vaping industry.

“Our prominence in both local and national news sites to date is encouraging and I look forward to seeing this continue to flourish.”

Dan Marchant, founder and director of Vape Club

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