Burton Roofing’s primary target audience is B2B, but we recognised that to achieve authoritative links that would boost domain authority, we needed to attract their secondary, B2C and mass-market audience. Creating a social buzz that boosted brand awareness, PR worthy content was the crux to building an effective campaign. Deciding that a niche ‘roofing’ topic would limit link acquisition, we cast our ideas net wider, coming up with two stand-out ‘home’ ideas which supported mass market appeal to reach a broad consumer audience, while maintaining solid DIY links. We felt confident the campaigns would gain national coverage, acquiring impressive, high-quality links.
Campaign One: Top 10 DIY Disasters
An incentivised Facebook competition encouraged followers to submit their DIY disasters over two weeks for a chance to win £300 in high street vouchers. Narrowing down the top 10 entries, we backed the campaign up with further desk research, unearthing the number one cause of DIY disasters and finding the perfect PR hook: ‘NHS annual spend on DIY accidents’. This was ideal to be supported by an engaging asset that featured the top 10 entries.
Campaign Two: Show Homes
Picking famous homes from popular TV shows and films, the angle ‘Show Homes’ was a play on words which linked mass housing with pop culture trends. Capitalising upon the highly anticipated launch of Stranger Things 3 amongst other instantaneously recognisable homes from shows, we researched the size and location to determine their estimated market value from similar properties for sale or recently sold. Writing a blog which included a CAD floorplan of each home, we targeted bloggers and reputable media outlets alongside trend-based publications for maximum PR exposure to acquire links from authoritative sources.