Data-led petcare campaign exceeds digital PR target by 178%

above project coverage target

pieces of coverage

increase in domain rating

YuMOVE supplies clinically proven and vet approved joint supplements for dogs, cats and horses. YuMOVE is the no. 1 veterinary joint supplement in the UK.

The brief

An established supplier of supplements for pets for over 15 years, YuMOVE wished to improve their website’s traffic and authority for their YuMOVE joint supplements for dogs, through a targeted Digital PR campaign.

The campaign’s key objective was to improve the authority of the yumove.co.uk domain and ultimately its organic performance. This required the building of relevant and authoritative links to the homepage and its specific joint supplement category page.

Distinctly considered YuMOVE’s strategic goals, target audience and brand voice in order to deliver ideation and campaign plans for this fixed-timescale project. 

Internal teams were consulted at all stages and the campaign required sensitive, considered handling within its veterinary healthcare space.

The Herald example

What we delivered

We planned, researched and delivered three data-led, creative digital PR campaigns in 12 weeks. These included landing pages for the website, corresponding press releases, and extensive media outreach.

1. Survey data

The first campaign was based on a ‘Working Pawrents’ survey that we executed to uncover whether working dog owners’ return to the office had impacted their dog’s behaviour. This tapped into the hot topic of returning back to in-person work following a series of lockdowns. 

The survey secured a total of 59 pieces of coverage, 55 of which linked to the YuMOVE website. The campaign appealed to journalists covering ‘the return to the office’ trending topic. Successful outreach led to coverage on pet websites, national publication In Your Area, HR and business news outlets, and regional publications.

2. Instagram data

Data was gathered from Instagram to reveal the ‘most beautiful winter dog walks’ in the UK. This campaign garnered 40 pieces of coverage, including highly authoritative regional publications, The Herald Scotland and Somerset Live. Local-specific news was also shared with regional journalists, allowing outreach to be hyper-targeted, maximising chances of coverage. This approach worked well and secured six different local publications’ personalised take on the press release story. The wide content appeal also led to syndication across over 30 regional titles.

3. Google Search data 

Our final campaign utilised search data to uncover the questions UK dog owners were asking in 2021 and earned links from high-quality pet websites. The research uncovered resonant and heartwarming results, which we detailed in a study landing page. Value was also added through engaging campaign visuals and accompanying outreach. 

The overall project was carefully coordinated with the client with weekly meetings and bespoke planning and activation tools, to enable fast production and sign-off. Essential for the execution of a fast-turnaround campaign.

The results

The data-led research was broad-ranging and offered up multiple opportunities for media reach and authoritative coverage, which led to impressive results.

Across the three campaigns, we were able to secure a total of 100 pieces of coverage and links for YuMOVE. This was 178% above project targets.

In this 12-week project, the overall campaign achieved:

  • 94 links and 100 pieces of coverage across the ‘Working Pawrents’ survey, the ‘most beautiful winter dog walks’ and dog owner questions outreach
  • An increase in brand awareness and trust by securing YuMOVE features in mainstream regional and national publications
  • Increasing YuMOVE’s domain rating from 31 to 36

The overall campaign exceeded expectations and demonstrated the power of digital PR and the depth of knowledge and talent in the Distinctly team.

What the client thought…


I highly recommend working with Distinctly. The amount of effort that went into the ideation and execution of the work was brilliant, and everything from communication to implementation was 10/10.

They have extensive knowledge of the SEO and PR landscape, and channel this into creative ideas that lead to tangible results.

Ameilia Costanzo, SEO Manager, YuMOVE

Do you want to stand out from the crowd?

"*" indicates required fields

*

Related case studies

Securing quality coverage through seasonal reactive campaigns

Using a survey-led campaign to secure high quality coverage and increase brand awareness in France

Putting international divorce on the map

Increasing brand authority with reactive digital PR

Generating new business leads with digital PR

Increase brand visibility with relevant, high-authority links

Earning regional coverage through reactive Digital PR campaigns

Securing high quality coverage in the US

Securing international coverage through creative campaigns

A newborn baby being held by an adult

Increasing brand authority within the fertility supplement industry

Securing extensive media coverage and high-value links

Securing invaluable top-tier news coverage with unique survey data

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

Taking site traffic and conversions to new highs with technical SEO, link building and blog content

Using quality content to reach SEO goals and build brand awareness

pexels-matthias-zomer-339620

658% increase in conversions cements search strategy success

Building authoritative links to ensure online success