Client challenge

Smartbox wanted a partner who could drive organic growth and create widespread brand awareness for Buyagift and Red Letter Days.

Solution

We created a commercially prioritised organic strategy.

We identified key areas of opportunity in Smartbox’s product offering, prioritising a number of subcategories based on potential value uplift.

Our correlation studies displayed a direct link between relevancy and visibility. Salient (our proprietary tool) also demonstrated low link relevance for those key commercial terms relating to ‘adventure’ ‘experiences’, ‘Spa’ and ‘Birthday gifting’.

Our PR campaigns worked hard to maximise these insights.

‘Always on’ Press Office

• We monitored media daily to identify opportunities to position Buyagift and Red Letter Days as experts within their sector and gain coverage and backlinks.

Micro Campaigns

• We executed a range of micro-campaigns to target key commercial terms, regional hotspots and seasonal sales peaks - for example utilising Red Letter Days’ annual booking data, we created the Adrenaline Adventure Guide to reveal the top regions to visit throughout the Summer.

Hero Campaigns

• We executed two hero campaigns to focus on our top priority terms for each brand.

Bathe in Bubbles: Creating the world’s most luxurious spa experience

Party with Britney in the ultimate Y2K Birthday experience

Results

• Coverage secured in titles including Mail Online, Metro, Mental Floss, Time Out, Hello and Yahoo