The challenge

Under Lucky Stars is a US ecommerce site who came to us to help improve their poor backlink profile after heavily relying on PPC and paid social to generate sales. They wanted to increase their presence across the USA and Europe, and needed a campaign to get press talking about them in their target regions while generating links to boost organic rankings. Their brief? Top tier links only. No problem!

The idea

Did you know if you stand in New York city and look up, it's nearly impossible to see the stars? Light pollution ruins many city skylines across the world, so we wanted to visualise what they would look like without it. We took 27 of the most light polluted cities in the world and took all the light pollution away. By removing the light, we could show people what the night sky there really looked like, bringing into view stunning landscapes, beautiful views, and incredible star constellations that had been hidden for years. Our creative team produced the assets and our PR team promoted to press.

The results

Our campaign was picked up by press in 15 countries, generating 122 links through to the Under Lucky Stars website and increasing their referring domains by 55%. Sky News, Huffington Post, Fox News, and Forbes were just some that linked to our campaign. Under Lucky Stars’ organic search traffic went up by 46%, generating an extra 55% in revenue and 15K new page views.The campaign also won Best Interactive Campaign of the Year at the UK Content Awards, Best Use of Imagery at the International Content Marketing Awards, three awards at CSSDA and Global PR Campaign of the Year at the PR Moment awards.

A poor backlink profile? Fixed it.

122 links | 71% followed | Average DA of 62 | 46% + organic search traffic  | UK content awards winner logo