Dermal Clinic: 10th Anniversary Digital PR Makeover
Digital PR case study: Giving a beauty client a makeover from traditional to digital
HEALTH AND BEAUTY client and Scotland’s first clinic to be registered with Health improvement Scotland, Dermal Clinic, enlisted the help of Edinburgh PR agency, Holyrood PR, to plan and develop a strategy that could be actioned as a year full of PR activity that combined both traditional and digital PR. Here’s our digital PR case study, showing just how we did that…
After a successful partnership spanning many years, Holyrood PR had managed to position Dermal Clinic as a campaigning expert – who has worked with the Government – in news media, in print, broadcast and online.
However, Dermal Clinic felt that some of their competitors performed better than themselves on social and digital channels. Positioning Dermal Clinic over their rivals sharply became the primary focus.
The conundrum was having to reshape our efforts and projected activity to focus on more digital activity, as opposed to primarily media relations – all without sacrificing media coverage momentum, as there was little scope for additional spend over the two disciplines.
The clinic had only a basic understanding of the digital landscape and how a digital-first campaign could look, so the creativity first appeared in the research, reporting and then suggested actions we proposed.
We had to remain fully flexible as the need to repeatedly ‘’switch’’ budget across the year from traditional media relations to dedicated digital activity relied on the account team being highly adaptable.
The strategy was to split contract time in half – devoting 50% to a digital transition, while maintaining media relations by cherry-picking issues and clever-shaping of story ideas arising from the digital campaign.
WHAT WE DID
For the 12-month period, we generated a strategy that looked at coupling two neighbouring months at the same time with PR activity.
We focused three months’ of account time on a digital media audit, including a competitor analysis. This was sandwiched around thought leadership editorial and celebrating the clinics 10th anniversary celebration in October / November.
Based on the audit we produced an actionable 10-week digital content plan which included subject specific blog posts; a social media planner which included pictures, gifs and videos; and a suggested newsletter schedule aimed at achieving a high open rate.
THE BIG RESULTS
Dermal Clinic wanted a primary focus on lips, skin and weight loss. We actioned a digital campaign utilising the collateral mentioned above, relentlessly focusing on the motto ‘’Look better, feel better’’. With this we managed to secure a feature length focus in The Scottish Sun, heralding Jackie, Dermal Clinic founder, as Scotland’s ‘’queen of facial injections’’.
The biggest results, however, was shifting primarily from media relations to include digital and not sacrifice any of the headway made in the media. We set a target to achieve 75% of the previous year’s media exposure despite a 50% reduction in media relations activity. In 2016/17 we achieved 34 articles with 1,357,582 OTS compared to 32 articles with 1,287,632 OTS – highlighting that despite the fact that priority and budget had been changed we only achieved two articles less than the previous year (cuttings maintained at 94% and OTS at 95% of previous year’s performance).
- Audited five competitors (target of three (+166%)), across seven platforms (target of three social platforms (+233%)) over six months’ activity (target was three months (+200%)).
- 12 significant items of coverage to support the 10th anniversary (target five items of coverage (+240%)), creating 254,329 OTS (target OTS 100,000(+254%))
- Recorded sales growth of 21% (our target to contribute: 5%). Patient enquiries increased by 8.5%, while average revenue per patient revenue rose from £163.50 to £232.50 (+42%)
By using the audit results to implement a social/digital media campaign, we set social targets of raising outputs by 10%, Likes and interactions by 15% and reach by 20% on preceding period:
- Twitter – Outputs 48 (+480%); Likes/Interactions 231 (+567%); Reach 12.5k (+862%)
- Facebook – Outputs 91 (+12%); Likes/Interactions 1761 (+330%); Reach 52,432 (+55%)
- Instagram – Outputs 55 (+100%); Likes/Interactions 682 (+682%)
Jarrod Partridge, co-owner and Business Director at Dermal Clinic, said: “The contacts and the expertise that Holyrood PR provided made an immediate impact on our business objectives.
“They have been our ‘extra employee’ enabling us to get on with what we’re very good at, while they deal with what we know less about.
“And they’re not afraid to push us when we need it – all in all, an effective symbiotic relationship.”
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