Dog jumpers drive

Missguided to #1

Mobile

Project type

Digital PR

Client

Missguided

Live date

NOV 2019

Matching jumpers for dogs and owners

brought in over 80k page views

The challenge

Missguided wanted to kick start its organic growth, with a focus on building strong backlinks and a positive brand sentiment. Core algorithm updates throughout 2018 had reduced their visibility by 36.74%, and their backlink profile had only grown by 5% in the past 12 months.

PrettyLittleThing were dominating the market. They needed our help to fight back.

They had dog jumpers sitting in stock with nowhere to go. We saw an opportunity to get tailed wagging and pages ranking.

The idea

We released matching dog and human jumpers, creating the ultimate cute and cosy combination. A dedicated landing page was built to showcase the products, packed with key internal links. We partnered with dog-friendly Instagram influencers to show off their pooches in the products, as well as launching an exclusive review with TYLA - who boast 7.5 million followers on social media.

The results

Turns out, cute sells. Our exclusive went live at 7am, and two hours later had attracted 27k comments, 2.4k social shares and 4.3k likes. After the initial launch, we noticed a huge increase in demand. Existing products flew off the shelves and more people than ever were searching for dog jumpers on Missguided’s site. By the end of November, 52,378 people had looked for them on internal search. Dog jumpers were covered in the likes of Metro, The Sun, People Magazine, and OK!, generating 77 links and 100,000 page views organically (with no paid activity). After just two months, Missguided was pushed to first position for ‘dog jumpers’ ahead of dog-specific sites and even Amazon, with a 367% increase in brand impression helping them sell out of products and generate £17,490 in revenue.

In the six months that followed, we saw 77,763 internal searches for dog products, generating £32,219 in revenue.

On social media, we reached 133,841 people, picking up 4,961 likes along the way. YouTube footage of dogs trying the jumpers on got 2,229 views.

Our link activity pushed jumpers (for humans) into the top five, while lingerie made it to first position. For a campaign that had been turned around in just three days, we’d achieved an insatiable appetite for the cutest products on the market, that had previously just been gathering dust.

This campaign won Fashion Content Campaign of the Year at the UK Content Awards 2020, and picked up silver for Global Fashion Content Campaign of the Year at the Global Content Awards.


77

Links

82,737

Page views

72

Average DA of

367%

Increase in brand

133,841

Social reach

1.1m

Impressions

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