Tasty pickled onion PR campaign tickles the tastebuds by driving discerning crisp lovers to the search bar
NOTHING says success louder than when a business, brand or product sees a significant rise in search traffic.
Google is more than just a search engine – it is the world’s most powerful signal of consumer intention. So when searches for a product soar, you can be sure that sales will follow.
That’s why consumer brand Mackie’s Crisps was celebrating when Google’s own tools showed that searches for the firm rocketed by 27% in just one week – and it was all down to our public relations work.
Our digital PR team delivered an integrated PR campaign which drove major media coverage, extensive social media shares, a wealth of influencer activity – and on top of all those results also delivered that 27% rise in google searches.
So what did we do?
Firstly we planned and coordinated an integrated campaign for the launch of the firm’s new Pickled Onion flavour. We started with a humble media release – that most under rated and under-appreciated of PR tools which is so often the bedrock of much wider and far-reaching success.
After drafting and issuing a release announcing the new Mackie’s Crisps Pickled Onion flavour, we then leveraged the interest and momentum created by the media coverage to issue a follow-up stockist release announcing where eager buyers could get their hands on the new product.
Meanwhile, we also planned, coordinated and delivered an influencer outreach strategy to get the word out even further. This involved researching and liaising with Scotland’s top foodie bloggers and influencers, sending sample packages and recording the feedback and social content with reviews of the product.
You can read about our successful influencer outreach here.
To round off the campaign, we coordinated an additional digital strategy with influencer and author of Scotland’s Street Food, @PlateExpectations, to arrange a Mackie’s Crisps giveaway. It took place between April 13-20, encouraging the popular influencer’s followers and dedicated foodies a week to tag their friends and join in the competition.
The wealth of media coverage, social media buzz and influencer outreach would have been a success in its own right.
As the only public relations agency in Scotland to have won a CIPR Gold Award for Measurement and Evaluation – we couldn’t let this success slide and, as always, went the extra mile to track and report real business success for our client.
We monitored Google Trends to establish an average number of Mackie’s Crisps searches per day – and to show how this average shot up days after the release was issued, suggesting the coverage sparked notable interest.
By optimizing both social and media strategies for an integrated campaign, we were able to keep momentum high and drive searches to Mackie’s website. This is not only a testament to the ways in which each angle of PR helps and compliments one another, but the ways in which a thorough and thoughtful campaign can be used to create impactful results.
You can read more about how press savoured our announcement here.
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