Building authority for a sub-domain using European wide Digital PR campaigns
By creating innovative and industry thought-leadership campaigns we secured over 100 pieces of coverage globally for B2B electronics distributor, Distrelec.
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225%
INCREASE IN MONTHLY ORGANIC ENGAGED SESSIONS
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103%
PIECES OF COVERAGE
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650%
INCREASE RANKING KEYWORDS
Challenge
As part of their brand awareness strategy, Distrelec, a B2B Europe-wide electronics distributor built a sub-domain to host industry insights, research and news. Their goal for Knowhow was to inspire a new generation of engineers by shining a spotlight on the most innovative, frontier-pushing projects humans are doing all over the planet.
To raise awareness of Distrelec and their Knowhow subdomain, Distrelec appointed Honcho as their Digital PR agency.
Our objectives were to increase brand exposure, coverage and links pointing to the Knowhow subdomain, increase the number of keywords ranking in Google and build awareness in multiple target markets across Europe.
Strategy
As Distrelec wanted to be known for innovation across multiple topics including, robotics, machine learning, artificial intelligence, automation and the advancing digitalisation of our modern world, we wanted to create campaigns that were as innovative as KnowHow itself.
In-depth research went into the ideation phase of every campaign as we focused on current and trending advancements within the target industries.
At Honcho all of our campaigns are data-led to ensure they are of the highest quality, factual plus attention-grabbing and engaging for both journalists and readers.
To gain the most coverage of our campaigns we:
- Gathered data from each market
- Created bespoke visuals for each country
- Focused on market and industry-specific news
When outreaching we used bespoke pitches for each region and country, focusing on relevant trending news within the region if applicable. We also reached out to a variety of publications to ensure our entire target audience had the opportunity to be reached.
Example Campaign
Future of Electric Flights
Created in response to emissions conversations surrounding air travel and France implementing a ban on domestic flights which meant advancements in rail travel are required.
We created an innovative, assumption piece that could pose an alternative to domestic train travel.
The campaign changed the narrative within the Aviation/Climate change sectors, positioning Distrelec as a thought leader in the newly emerging space and won Most Innovative Digital Campaign at Global Digital PR Awards.
Coverage: 32
Links: 28
Example Campaign
Smart Stations
This campaign highlighted the connectivity of different rail stations around Europe. With rail travel being a key target for Distrelec and its audience, this was a great way to highlight stations around Europe and their technology.
Our second approach to this campaign looked at reviews on TripAdvisor to identify the ‘happiest’ stations.
Stories in the press around that time were talking about train stations not being equipped for large amounts of commuters and tourists while the cost of travel was increasing.
Coverage: 36
Links: 35
Results
Due to such thorough detail and attention going into the creation of each campaign, we exceeded all set objectives.
In a 6-month time frame we achieved 103 pieces of coverage and 90 backlinks to the Knowhow subdomain.
The awareness of Knowhow noticeably increased with monthly organic engaged sessions increasing by 225%, engagement rate increasing 99.9% and average time on individual pages increasing 341%.
As coverage across multiple markets was also a key objective, we were able to secure coverage in 32 European publications and a further 27 publications internationally.
Kenneth Berkley - SEO Manager, Distrelec"It has been an awesome experience working with the team at Honcho! Over the last 12 months we have delivered some best in class digital PR campaigns within our target territories. This has helped to improve our online presence in the Electronics Components industry.
Winning this would showcase the hard work and provide some well-deserved recognition to the team."
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