Matt Seabridge
18 December 2025
Digital PRs Share Their Favourite Campaigns From 2025
As 2025 draws to a close, I asked the Digital PR industry to share some of their favourite campaigns that they've produced this year.
Thank you to everyone who kindly spent the time putting these together to share with everyone!
Check out all the submissions below for some great sources of campaign inspo 💡
The Fashion Collection That’s Saving Lives by Scrap Car Comparison
Submitted by
Richard Paul, Creative Director at Propellernet
Campaign Page
https://www.scrapcarcomparison.co.uk/blog/the-seatbelt/
Top Piece of Coverage
https://www.bbc.co.uk/news/articles/clyjqezvp7zo
Campaign Overview
Scrapping a car is something people will likely only do once in their lives, and it won’t exactly be a good experience as it means you will have either been involved in a crash, or your car has simply given up. This presents an interesting challenge when trying to build a brand, and our strategy for Scrap Car Comparison has been one around building trust with drivers and focusing on car safety and care. ‘We’ll help you to be a safer driver and look after your car more - but if you need us, we’re here for you’.
We found a shocking insight around car safety during ideation: that four young people (aged 17-29) are killed or seriously injured on roads every week, while not wearing a seatbelt. In 2025, seatbelts still have an image problem for young people. So we decided to make the humble seatbelt fashionable - becoming the MUST wear item of 2025... and forever after.
To do this, we partnered Scrap Car Comparison with both the road safety charity Brake, and young fashion designers to create a range of garments using recycled seatbelts. We then ran a fashion shoot to show the garments in action and launched an auction for each individual piece, with all proceeds going to Brake to help crash victims and their families.
Campaign Results
People from all walks of life drive and we’re always looking at ways of connecting with them, and this did exactly that, being featured in fashion titles like Fashion United, as well as the BBC, various motoring titles and broadcast media.
For the client, this resulted in increased traffic and brand searches during the campaign period but it also had a wider impact too: raising more than £8,000 for Brake via both the fashion auction, and Scrap Car Comparison’s ‘Donate a Car’ scheme, which was a wider element of the campaign rollout.
LGBTQ+ Travel Index by Radical Storage
Submitted by
Ruth Barrett, Head of PR Comms at Root Digital
Campaign Page
https://radicalstorage.com/travel/lgbtq-travel-index/
Top Piece of Coverage
https://www.timeout.com/news/revealed-the-best-cities-for-lgbtq-travellers-right-now-012025
Campaign Overview
Our LGBTQ+ travel index is something that shouldn't need to exist, but unfortunately it's needed. Especially in today's climate. The index lists the best and worst cities for LGBTQ+ travellers.
We analysed 106 cities across the globe considering six factors: the volume of queer bars and queer-friendly hotels in the city, their average rating, and also the legal rights of LGBTQ+ people in the country and public opinion of LGBTQ+ issues in the country. This was also backed up by opinions from members of the LGBTQ+ community.
On launch day we received homophobic replies, which I won't share. But it proved why the index needed to exist. Campaigns like this have the power to make a real difference in the world and enact positive change.
It could have been a piece that just listed the best places and held back from naming the worst cities targeting people for who they are, how they present, or who they love. But we didn’t want to hold back.
New York was found to be the world’s best city for LGBTQ+ travellers, with five of the top ten locations based in the states. But ultimately when legislation in the U.S. passed to take away fundamental human rights, change people's pronouns and confiscate their passports, we made the decision to stop promotion on the piece so we didn’t encourage anyone to visit somewhere they could potentially be targeted and feel unsafe.
In the short time the campaign was in promotion it made a big impact. It’s a good example of us using our position in the industry to make a positive impact on the world and I’m so proud of the team.
Response from Jess Pearce: “Resources like this remind us of how much work is still left to do.”
In an ideal world, everyone would be accepting, respectful, supportive, and lovely to every other human being. But in the world we do have, I’m glad that this kind of resource exists.
It’s strange to think I’ve visited places in straight-passing relationships where, if I held hands with my girlfriend in public, it would feel unsafe. Resources like this remind us of how much work is still left to do. Here's hoping that one day we won't have to Google if it's safe to visit somewhere because of who we are, how we present, or who we love."
Campaign Results
It was trending worldwide in Time Out
We provided a helpful resource for the LGBTQ+ community
11 pieces of coverage, avg DR 61 gained in one month’s promotion
Ashridge House Illuminated by Ashridge House
Submitted by
Erica Vonderwall, Digital PR Consultant at Colourful Comms
Campaign Page
https://www.ashridgehouse.org.uk/whats-on/ashridge-house-illuminated/
Top Piece of Coverage
Campaign Overview
Outreaching a very festive event that doesn't even launch until the end of November at the end of summer is not for the faint hearted.
But, I started pitching to local media in September, to let them know the event was coming back, and bigger than ever. I then moved on to travel writers, to highlight reasons why people might want to travel to Hertfordshire for a festive night out with the family, pushing the brand messaging around “fun for the whole family”. Finally, I went out to lifestyle writers, who write about family days out, dog-friendly events, and often do seasonal what's on round-ups.
When that got a bit repetitive, I asked Matt (meee!), to do some research for me on the most popular Christmas events in the UK, and then went out again with two new angles. Firstly, the festive events which have declined in interest over the last few years, and secondly, the regions with the highest search volumes for specific Christmas events.
Campaign Results
Results are still rolling in, but so far...
54+ pieces of coverage
7 National features (inc 2 Sunday supps!)
+25 new referring domains (Ahrefs)
+49 new backlinks (Ahrefs)
DR +1 increase (Ahrefs)
Ticket sales are up on last year
The Muval Index by Muval
Submitted by
Ellie Sumner, Digital PR Director at Prosperity Media
Campaign Page
https://www.muval.com.au/blog/muval-index-2025-housing-crisis
Top Piece of Coverage
Campaign Overview
Each year, Muval produces the Muval Index, using internal data to track Australians’ moves over the last year, as well as survey data to reveal what Australians' are looking for in a new home. For Digital PR, we adapted the Index to create a property-focused campaign with strong hooks for national, metro, and regional titles, while adjusting it to appeal to more journalists and encourage backlinks.
Campaign Results
27 links and 66 pieces of online coverage with an average DR of 63 and 219 online brand mentions.
17 pieces of traditional media coverage
Estimated reach: 6,975,650
Over half (34 pieces) of coverage included a quote from Muval’s CEO, building his profile and EEAT
The site overall is up almost 8% compared to the previous quarter (GSC)
“Removalists” and “interstate” keywords in the top 3 grew from 400 (July) to 449 (October)
The U.S. Cities Most Likely to Give You Nightmares by NapLab
Submitted by
Kyle Beaman, Senior Digital PR Coordinator at Go Fish Digital
Campaign Page
https://naplab.com/guides/cities-most-likely-to-give-you-nightmares/
Top Piece of Coverage
https://wreg.com/news/memphis-makes-list-of-u-s-cities-most-likely-to-give-you-nightmares/
Campaign Overview
The U.S. Cities Most Likely to Give You Nightmares campaign strategy was to take a sleep-related topic, add a trendy or entertaining twist, and fit it seamlessly into the Halloween news cycle to give journalists a reason to cover during the month of October. We eventually came up with nightmares as the perfect balance of scary and sleep. Then, we decided to go with a city ranking data study to open up our pitching angles to cities across the country.
To determine the U.S. cities most likely to give you nightmares, we comparatively analyzed the 100 most populous U.S. cities across 14 data-based factors, weighted according to importance. We analyzed both serious and silly factors to maintain a mixture of accuracy and entertainment. These factors included the number of alien sightings, indigenous venomous snakes, the % of people suffering from insufficient sleep, crime rates, and other spooky factors that could keep you squirming in bed. Each city was given a score totaling between 0 and 100, with 100 representing the maximum score.
The pitching strategy revolved primarily around local news journalists, especially the ones in the top 15 cities most likely to give you nightmares, and this strategy totally paid off. This campaign earned coverage from local journalists in 3 states (Texas, Louisiana, and Tennessee) in as little as 2-3 weeks of outreach.
We leveraged the brand authority in the sleep space with a unique study that fit perfectly into the Halloween news cycle, ultimately earning over 150 links by targeting local journalists with relevant city-specific stats that gave them a fun holiday piece to write for their readers.
Campaign Results
159 total backlinks earned.
36 links are canonical/organic.
32 links with a high domain rating (70+)
The Best Powder Skiing Resorts, According to Science by Inghams Ski
Submitted by
Emma Malcolmson, Digital PR Manager at Propellernet
Campaign Page
https://www.inghams.co.uk/ski-holidays/inspiration/insider-guides/best-powder-skiing-science
Top Piece of Coverage
Campaign Overview
Working with Inghams Ski, we identified that every ski season (typically December-April), online searches for “powder snow” spike. However, this year, it seems the cult quest for fluffy powder snow is growing, with searches up +42%* year on year.
To uncover the exact meteorological and topographical factor that creates perfect powder snow, and where skiers can find it this season, we partnered up with Jim N. R. Dale, ex-Royal Navy meteorologist and founder and senior meteorologist at British Weather Services.
Armed with these scientific benchmarks, we analysed the average ski season conditions across over 120 ski resorts and areas, spanning 13 countries. The result? A ranked list of the top 25 destinations offering the most ideal powder snow conditions this ski season.
Campaign Results
So far, this campaign has achieved 84 pieces of coverage, 26 backlinks and an average coverage DR of 71.
The onsite content page also ranks for topically relevant keywords, including:
Best places to ski in the world - pos.1
Powder ski - pos.4
Given that it’s gearing up to the busy ski season, we’re still pushing on this one, so haven’t taken a full deep dive into the wider SEO impacts site wide, but it’s looking like (at the moment) the campaign has contributed to Inghams Ski’s organic growth this year - hopefully more to come once we wrap things up and can pinpoint properly!
Pivot to Pub Sports by DreamVegas
Submitted by
Liam Conroy, iGaming PR Manager at Vega Comms
Top Piece of Coverage
Campaign Overview
This December, we wanted to stand out from the sea of football-related content landing in sports journalists' inboxes by shifting our attention to more niche sports. With the PDC World Darts Championship and the UK Snooker Championship both taking place in December, it made sense to make 'pub sports' our priority during this festive period.
We secured two exclusive interview opportunities with top-seeded stars in both snooker and darts. As both talent names were ranked in the top four in the world for their respective sports, they could provide the most valuable insights possible to the upcoming tournaments.
The content that we outreached was used to secure exclusive top stories on valuable and relevant UK sports news publications. This not only gave us great coverage but also helped to build our relationship of trust with writers at these key publications for future campaigns.
Campaign Results
We have received more than 20 pieces of coverage and counting from talking about snooker and darts this December, including on high DA sites like the Daily Star, Metro, SportBible, and GiveMeSport, as well as super relevant sites like Snooker HQ and Totally Snookered.
Furthermore, we have seen an immediate impact on ranking for our brand’s snooker and darts category pages, helping to drive traffic to our brand's site at a time when interest in snooker and darts is at a peak in the UK.
Cleanest Cities by Radical Storage
Submitted by
Emily Salt, Digital PR Production Manager at Root Digital
Campaign Page
https://radicalstorage.com/travel/cleanest-dirtiest-cities/
Top Piece of Coverage
https://lebonbon.fr/paris/news/paris-grimpe-malgre-elle-top-5-villes-plus-sales-monde/
Campaign Overview
Our brief was to get global coverage with a focus on European publications.
After Ruth’s recent visit to Paris and her witnessing the refuse collector strikes the campaign started with a core question ‘What are the cleanest or dirtiest cities in the world?’.
We chose 100 global cities from the Euromonitor Top 100 Cities Destination Index and then analysed reviews from the top 10 attractions in each city. The team then conducted a semantic keyword analysis across the 71,692 reviews we gathered and removed false positives to rank the cities by comparing the positive vs negative contrast.
We find that perception campaigns regarding expectation vs reality perform really well, especially for Radical Storage and this is no exception.
In less than a week since going live, our 'Cleanest Cities' campaign generated 144 pieces of coverage. The team struggled to track the links fast enough, which is a good problem to have.
Not many digital PR campaigns generate coverage this fast. We know because we've run the data in the past (spoiler: the average campaign takes 38 days to build its 1st link).
It worked because it tapped into both international, national and local conversations. We’re also all hardwired to read headlines like best and worst locations for [insert topic] to see where we rank so that was a big driving in ensuring the campaign engaged the press and readers alike.
Campaign Results
384 pieces of coverage, avg DR 52
In two weeks we’ve generated coverage on Vice, Le Figaro, Daily Mail, NY Post, Rambler, Le Bon Bon, CNBC, MSN, Yahoo, CNN
It has been featured in over 30 different countries
Produced an entire Morning Show TV segment on one of the most watched TV channels in Paris
Involved politicians defending what they're doing in their cities to make them tidier
Male Sanitary Bins by BusinessWaste.co.uk
Submitted by
Marissa Pysarczuk, Head of PR at BusinessWaste.co.uk
Campaign Page
https://www.businesswaste.co.uk/your-waste/sanitary-waste/male-sanitary-waste-bins/
Top Piece of Coverage
https://www.facilitatemagazine.com/content/news/comment/2025/03/03/why-do-men-need-sanitary-bins
Campaign Overview
As part of our digital PR strategy at BusinessWaste.co.uk we are regularly looking to build campaigns around some pretty niche topics and target pages - one of which being our sanitary waste page. This can be a difficult topic area to generate stories around, especially ones which may actually get in front of potential customers.
When researching around the laws on sanitary bins we realised that no law currently exists mandating for sanitary bins in men's toilets. This became even more shocking when we uncovered stories and charity work which explained that there is a real need for this with many males experiencing incontinence, especially those who have faced prostate cancer.
The next step for us was to decide 'what is the most impactful thing we can do?' We quickly realised it would be simple enough for us to provide free bins to any businesses who did not already have a male sanitary bin and gained management sign off. But how would we highlight the need for this without emulating any of the work already done by charities? We decided to reach out to large chains across the UK spanning retailers, fast food restaurants, pubs, cinemas, and service stations among others, totalling 25,448 locations to uncover - how scarce are male sanitary bins?
The research showed only 9% of businesses surveyed could confirm they provide one. Our outreach then entailed pulling together this new data alongside our offer of a free bin and sending to the most relevant trade outlets. For us, securing coverage across several facilities management, workplace and waste publications was a major win - these links provided relevance and an engaged readership that brings real value to our service offering.
This is one of our proudest campaigns from the year as we were able to combine relevancy, new data, and a tangible call to action. All while supporting a cause with a well-needed awareness boost.
Campaign Results
New page created on site which targets a commercial intent keyword.
We now rank:
"male sanitary bins" - pos 3
"sanitary bins in male toilets" - pos 4
"male incontinence bins" - pos 5
Directly gained customer leads as a result
U.S. Cities Where You're Most Likely to Catch a Cold by Marian University
Submitted by
Lanie Martin, Digital PR Manager at Go Fish Digital
Campaign Page
https://onlineabsn.marian.edu/cities-where-youre-most-likely-to-catch-a-cold/
Top Piece of Coverage
https://www.huffpost.com/entry/top-cold-flu-cities-us_l_677c4b37e4b0baeb8f9a4db4
Campaign Overview
To position Marian University as a thought leader in public health awareness and community well-being, we developed a data-driven city ranking campaign exploring the U.S. cities where residents are most and least likely to catch a cold. Our strategy centered on transforming a universal, seasonal concern into an engaging piece of content that aligns naturally with Marian’s mission to support health, wellness, and education.
The campaign process began with identifying the factors that influence cold susceptibility, from climate variables like humidity and precipitation to community health indicators such as flu vaccination rates, air quality, and access to care. Using 15 weighted metrics and publicly available datasets, we analyzed 100 major U.S. cities to create a comprehensive ranking—all in the name of fun—designed to spark curiosity and generate media interest.
Our outreach strategy targeted lifestyle, personal health/wellness, and local news outlets, offering a timely angle with an easily digestible concept and map for a topic that pretty much everyone can relate to. Ultimately, we landed coverage from HuffPost and Daily Mail that syndicated like wildfire.
Campaign Results
119 total backlinks earned
17 links with a high domain rating (70+)
The Top 10 Walkable Cities to Explore by Skyscanner
Submitted by
Jade Denby, Digital PR Account Director at Wavemaker North
Campaign Page
https://www.skyscanner.net/news/the-top-10-walkable-cities-to-explore
Top Piece of Coverage
https://www.dailymail.co.uk/travel/article-14617395/world-best-walkable-cities-revealed.html
Campaign Overview
Skyscanner is a travel search aggregator and travel agency with a vision to help every traveller to explore the world effortlessly and for generations to come. They tasked us with creating content that could become the ‘traveller's helpful ally’ and appeal to online media to earn backlinks to five core website domains spanning the UK, U.S. and Europe.
Aiming to launch the campaign at the start of 2025, experience told us that a trends-based listicle format lands well with travel-related press. The idea for the world’s most walkable and accessible cities, an editorial topic we knew to be popular with journalists year-on-year, was born.
We had timing on our side, which would ensure our emails were the first to land with press, but we also focused on locations growing in popularity to have a unique top 10 listicle to pitch to those who had come before. Skyscanner used its own internal customer data to identify a longlist of ‘hidden gem’ city locations that were gaining traction with customers. We plotted each city across 14 unique data points encompassing walkability and accessibility, scoring each positively or negatively, and adding them up to a final score to create the data index.
Campaign Results
The campaign far exceeded coverage and link target expectations, delivering high-quality coverage and backlinks to the 5 market-level landing pages, resulting in 63 pieces of coverage (43 backlinks to the UK landing page cited above) from sites including The Daily Mail, Manchester Evening News, Express and Time Out.
The story also landed 3 pieces of print coverage and a dedicated news segment in Asia. There was an average +45 ranking position keyword increase across all key terms, and over 700 engagements on social media. The content proves to be Evergreen in Search, landing organic links consistently since active outreach ended, and the Skyscanner in-market PR teams continue to promote it.
Labor of Love by Risas Dental
Submitted by
Chloe Keys, International Senior Digital PR Strategist at Connective3
Campaign Page
https://risasdental.com/labor-of-love-terms-and-conditions/
Top Piece of Coverage
Campaign Overview
Mixing traditional PR and regional Digital PR to drive community for Risas Dental’s “Labor of Love” campaign. Each year, Risas Dental hosts its Labor of Love event, offering free dental care to over a thousand residents across its clinics.
This year, our goal was to amplify awareness across Phoenix, Tucson, Las Vegas, San Antonio, and Denver, driving regional news, and landing TV coverage to strengthen Risas Dental’s reputation for accessible, community-first care. We implemented a three tier PR strategy. - 'pre-event', 'during event' and 'post event'. We built anticipation by showcasing the upcoming event, sharing case studies, patient success stories, and internal data from previous years.
Tailored stories were pitched to media outlets in each city to build local excitement and drive awareness ahead of Labor Day. Our team stayed active throughout the evening (day in the U.S.) following up with journalists, sharing real-time insights, and ensuring every outlet had key data, visuals, and interviews ready for coverage. Many local TV stations, including Arizona’s Family, Great Day Colorado, and KENS5, ran pre-event features highlighting the scale of the initiative.
We followed up by providing photos, videos, and story angles to every attending journalist. Key angles focused on the event’s community impact, from the number of patients treated to the value of care donated per location. Our team also liaised with local TV and radio stations across Arizona, Colorado, Nevada, and Texas Inviting journalists to film, interview patients, and speak with Risas Dental’s team on-site.
Campaign Results
52 TV features, including segments on Arizona’s Family, Great Day Colorado, KENS5, Noticiero Arizona, News 4 San Antonio, The Spot Arizona 61, KGUN 9, and more
105 total results, with 12 follow links across five cities
1,400 patients received free care on the day.
$500,000+ in treatments delivered in just four hours and more than $12 million donated in free dental care nationwide since 2011
Most Expensive Cars in the U.S. by Self Financial
Submitted by
Darren Kingman, Founder of Root Digital
Campaign Page
https://www.self.inc/info/expensive-cars-to-run/
Top Piece of Coverage
https://www.teslarati.com/tesla-model-3-most-affordable-car-to-run-united-states/
Campaign Overview
Financial campaigns don’t need to be dry. Money at the end of the day runs the world and impacts everything in our lives. With that being said we wanted to add to the conversation in America about car ownership costs.
This study considered the running costs of the 50 best-selling cars in the last couple of years (2022-24) to find out how much on average it costs to run a car, and the top models to choose if you want to minimize your annual expenditure.
To find out how much a common car costs to run, the study took into account the average costs for four factors: annual fuel or energy costs, annual maintenance costs, annual insurance costs, and annual fees and taxes.
Separate from this, the study also analyzed the annual depreciation and the cost per month when bought with finance schemes.
Despite the dive in their stocks, our study found that Tesla’s Model 3 is the least expensive car to run in the US. This surprised the press and gave the motoring community something to shout about.
We found that it costs an average of $6,462 per year to run one of America’s best-selling cars. While Tesla Model 3 is the most affordable best-selling car to run per year ($5,061), the Tesla Model S depreciates faster than any other car at $9,071 per year.
We gained pickup in publications like CarBuzz, Teslarati, MSN, SFGate, QZ.com and several others by tapping into the national conversation about Tesla and topics like auto loans and motoring costs.
Campaign Results
155 pieces of coverage, avg DR 59
Both Tesla North America and Tesla Global shared the results from the study on X
This exposed our campaign to over 600,000 people via their channels alone
Always-On Newsroom for Select Car Leasing
Submitted by
Rebecca Moss, Digital PR Director at JBH
Top Piece of Coverage
https://www.mirror.co.uk/news/uk-news/dashcam-mistake-drivers-unaware-could-32742278
Campaign Overview
This campaign was delivered as an always-on Digital PR newsroom designed to strengthen Select Car Leasing’s authority while supporting performance across highly competitive commercial search categories.
JBH built a continuous pipeline of reactive and proactive stories grounded in motoring regulation, consumer behaviour, seasonal trends, and technical leasing expertise. Speed and relevance were central to the approach, allowing Select to appear consistently whenever motoring topics entered the national news cycle, including driving law changes, Budget announcements, weather-related safety issues, and cost-of-living pressures.
Alongside reactive output, JBH launched multiple data-led campaigns engineered to secure national and regional coverage at scale. These campaigns were structured to appeal to news desks while reinforcing expertise across EV leasing, van leasing, and fleet solutions. Outreach followed a newsroom-style model focused on rapid turnaround, sustained re-pitching, and long-term journalist relationships, ensuring year-round visibility.
Campaign Results
The campaign delivered sustained authority growth and clear commercial impact:
1,321 total media placements
96% of coverage was linked with an average DA of 61
Organic search impressions increased from 2.3m to 3.72m
Average keyword position improved from 27 to 13
Referring domains increased from ~2.3k to nearly 3k
Share of voice consistently held at 55 to 60%, the highest in the sector
Volume of top-three keyword rankings grew from ~22.5k to nearly 30k
Keyword performance across priority commercial categories:
Electric car lease deals: 5 → 2
Electric car lease: 8 → 6
EV lease deals: 10 → 6
EV category page: 27 → 23
Van lease deals: 4 → 3
Van leasing UK: 3 → 2
Van category average: 8 → 5
Fleet category page: 25 → 19
Fleet solutions: 7 → 6
The results demonstrate how sustained Digital PR activity directly supported commercial pages, strengthened category leadership, and secured long-term visibility in one of the UK’s most competitive search landscapes.
How to Keep Towels Soft by Secret Linen Store
Submitted by
Elise Hopkins, PR Data & Insights Lead at Flaunt Digital
Campaign Page
https://www.secretlinenstore.com/blogs/the-bedspread/how-to-keep-towels-soft
Top Piece of Coverage
https://www.huffingtonpost.co.uk/entry/how-to-make-towels-soft-again_uk_689dad33e4b03640c7f1b3fd
Campaign Overview
The campaign was built around understanding what people were actually searching for and then using Secret Linen Store’s expertise to give them genuinely helpful answers. We started by digging into search trends, and from early March there was a clear spike in people looking up things like “towels,” “towel care,” and “how to clean towels.” This surge in demand showed a clear opportunity, as people were simply looking for practical, trustworthy advice.
From there, we transformed Secret Linen Store’s in-house knowledge into easy-to-use, expert-led content that directly answered the questions people were typing into Google. Whether it was how to wash towels properly, what causes them to lose softness, or the best ways to keep them feeling fresh for longer, the content was created to be genuinely useful rather than overly salesy. This helped position the brand as a friendly expert rather than just another retailer.
We targeted Home & Garden media because their readers actively look for tips, problem-solving stories, and expert recommendations. The PR angles were shaped around emerging towel-care trends and seasonal relevance, making them timely and genuinely helpful to journalists. This approach meant editors instantly recognised the value of the stories and how well they aligned with what their audiences cared about.
The result was strong media engagement, with 180 pieces of coverage across high-quality publications. The campaign didn’t just boost visibility in search; it helped Secret Linen Store become part of a wider conversation around home care and everyday living. Overall, it showed how blending real search insight with expert advice and thoughtful PR outreach can create content people actually want to read, and deliver meaningful, real-world impact for the business.
Campaign Results
The campaign delivered significant results across PR, organic visibility, and commercial performance. From a PR perspective, the activity reached an estimated audience of 290 million, generating 6.26 million estimated views and securing placements on sites with an average Domain Rating of 63, ensuring both authority and reach.
This visibility also directly translated into meaningful SEO growth. Between March and September (2025 vs. 2024), the towels category saw an 88% increase in ranking keywords, alongside a 33% improvement in average position across towel-related terms. Engagement also increased, with a 29% rise in clicks compared to the previous six months and a 71% year-over-year increase in impressions for towel-related searches. Notably, people began actively searching for “Secret Linen Store towels” for the first time, clear evidence that the campaign built genuine brand demand.
The Top Ranch Stays Across the U.S. by Holafly
Submitted by
Alex Fiske, PR Lead at Aira
Campaign Page
https://esim.holafly.com/research/ranch-stays-us/
Top Piece of Coverage
https://www.cntraveller.com/article/ranch-trip-packing-guide
Campaign Overview
The rise of ‘cowboy core’ is being fueled by hit TV shows like Yellowstone, country-inspired music, and western-inspired fashion. This cultural shift was making waves in the travel industry, becoming one of the biggest travel trends for 2025.
We decided to jump on this trend, producing a campaign on the best ranch stays across the US.
We analysed the official Dude Ranchers’ Association directory, a U.S.-based organisation that represents authentic dude ranches, to uncover the most well-rounded guest experiences, factoring in overall value, accessibility, on-site amenities, activities, special events, riding options, and reviews.
Each metric was normalised on a scale of 1-100. Each ranch received a final index score, which is the average of the individual metric scores. Higher scores indicate a more well-rounded, better guest experience. For the purpose of this piece, only ranches in the U.S. were included in the results.
Campaign Results
We secured 28 pieces of coverage, with all including links to the campaign page. Standout coverage included Condé Nast and Matador Network.
The average domain authority of all coverage was 63, demonstrating the quality of coverage.
Each State's Highest-Paying Hourly Job by Homebase
Submitted by
Audrey Small, Digital PR Manager at Go Fish Digital
Campaign Page
https://www.joinhomebase.com/blog/highest-paying-hourly-jobs-by-state
Top Piece of Coverage
https://www.bizjournals.com/bizjournals/news/2025/09/09/highest-paid-hourly-jobs-homebase-data.html
Campaign Overview
Homebase is an online employee scheduling software designed primarily for hourly workers. In this campaign, we analyzed Homebase’s internal wage data from May 2024 to January 2025, which included 5.48 million jobs, paid hourly, across all 50 U.S. states, to find the highest-paying hourly job role in each state. Then, we compared each state’s average wage for hourly occupations to the national average for the same role, using data from the Bureau of Labor Statistics, to spotlight where hourly workers in specific roles are earning more than their counterparts across the country.
The strategy behind the campaign centered on broad appeal and human interest, since many Americans, particularly hourly workers, can relate to the idea of finding well-paid jobs that don’t always require a four-year degree. A key advantage was the proprietary data: the study combined Homebase’s internal dataset, which includes millions of hourly job entries, with authoritative public data from the U.S. Bureau of Labor Statistics. This blend added both credibility and exclusive data that journalists and the public cannot access on their own, making it a powerful asset for securing high-quality media coverage. The state-by-state granularity further strengthened the campaign by breaking out the highest-earning hourly roles in each state, creating highly localizable stories that appealed to city and state-level reporters during the pitching period.
This campaign neatly combines solid data, relatable human stories, geographic specificity, and broad cultural resonance. It hits all the marks for shareability, media interest (local and national), brand alignment (highlighting hourly workers who are core users of Homebase software), and longevity (can be revisited periodically as wage data updates).
Campaign Results
97 total backlinks earned to date, 12 of which have a domain rating (DR) of 70+, indicating a strong mix of quality and quantity. Notable media coverage includes The Business Journals (DR: 91), The U.S. Sun (DR: 82), and Nurse.org (DR: 75), among several others.
1,311 page views were earned during the promotion period.
Estimated coverage views: 1.37 million (i.e., prediction of lifetime views of coverage, based on audience reach & engagement rate on social).
The page is ranking for 47 organic keywords, 16 of which are in positions 1-3 on page 1, including high-volume keywords such as “part time high paying jobs” and “high paying hourly jobs,” which bodes well for earning passive media coverage over time. The page is also showing up in AI overviews for many of those high-ranking keywords.
The UK's Best Destinations for Nature Holidays by holidaycottages.co.uk
Submitted by
Charity Swales, Senior Digital PR Strategist at Connective3
Campaign Page
https://www.holidaycottages.co.uk/blog/nature-holidays
Top Piece of Coverage
https://www.heraldscotland.com/news/25039575.scottish-island-named-uks-best-seeing-humpback-whales/
Campaign Overview
Engaging with nature while on a staycation can not only leave you feeling more rested and restored, but lesser-known destinations can also enhance your wellbeing long after you return home.
Information: With biophilic breaks and botanical tourism emerging as major travel trends for 2025, we delved further into the desire for travellers to connect with the UK’s beautiful fauna and engage in meaningful experiences on staycation.
We leveraged internal expertise from holidaycottages.co.uk regional staycation experts highlighting some of the best destinations to visit—whether staycation goers want to get up close with marine life, stargaze, or explore the UK's forests.
This campaign was also perfect given holiday cottages core focuses being regional results to get in front of wider audiences and showcase the wonderful experiences staycations can bring.
Campaign Results
18 pieces of coverage average DA of 60, directing links back to the lodge's priority page on-site.
The Most Costly Corporate Mistakes by Protecht
Submitted by
Matt Seabridge, the owner of this house!
Campaign Page
https://www.protechtgroup.com/en-us/blog/the-most-costly-corporate-mistakes
Top Piece of Coverage
https://www.visualcapitalist.com/ranked-companies-biggest-u-s-fines-2020-2024/
Campaign Overview
This campaign was for a risk management brand which meant getting them in front of B2B audiences. B2B has a reputation for being more difficult than B2C when it comes to PR but it's just a different challenge. The key as is always the case is understanding your target audience and how to get your content in front of them.
I knew that competitors were doing a lot of expert commentary pieces so I wanted a data campaign to stand out from the pack. Rather than coming up with a campaign idea and then trying to find data to fit the idea, I started off by looking for relevant datasets that I could create a story around. It took me the best part of a day but eventually I found this amazing database that records every corporate fine around the world.
Now I had my campaign idea. Using this database I could find the most common violations companies get fined for, which companies get the most fines, the heaviest fines, and which regions have the worst behaved businesses.
Campaign Results
35 pieces of coverage, 23 of which linked, and 21 with follow links, 16 of which were new referring domains
To get those results I made use of the great data I had to create lots of different angles that could be outreached to different media sectors. I earned coverage on:
corporate compliance sites with the top types of violations
coverage on trade news sites covering the annual figures paid in fines for different industries, e.g. health and safety violations
coverage on gambling news sites because one of the heaviest fined companies was a gambling brand
coverage on property news sites because housing associations dominated the most frequently fined companies
coverage on business news sites with the data framed as advice to business owners
coverage on regional news sites with data for the states and cities with the most fined companies
But there are two pieces of coverage that I was especially proud of. The first was getting the story featured on the biggest risk management newsletter in the industry.
In PR we're trying to get a brand and their story in front of their target audience, and while news publications are usually the best source for this, they're not the only one. Newsletters can be huge wins, especially in smaller sectors. These are where you'll find the biggest clusters of your true target audience, and where your story will arguably get more engagements and have more of a real-life impact.
The second was getting the story featured on Visual Capitalist, which has been a bucket list publication of mine to get one of my campaigns featured on. And get it featured I did, not once, not even twice, but three times!
How? I knew the campaign was perfect for the type of stories they produce, so I spent extra effort crafting a personalised pitch for the two most relevant writers there, and I pulled out extra bits of data that they were looking for. Because I had a great hero campaign they were able to find multiple stories that they could create from my data rather than just using the original story that I pitched to them.
What can you learn from this?
As a Digital PR you need to wear multiple hats. Don’t get too fixated on the SEO side that you become obsessed with producing campaigns that can get featured on DR 80+ sites. Obviously they’re amazing links to get but Digital PR is about more than just SEO. It’s about getting a brand in front of their target audience and creating a story that makes an impact.
This campaign did just that. The proof? A potential customer of the brand that the campaign was for got in touch with them and asked if they could produce the same data for their region. That came from getting the campaign featured on not the biggest publications, but the RIGHT publications. These sites still have good SEO metrics, with the added value of being higher in relevancy, making more of an impact from a brand point of view, and whisper this quietly… being more likely to provide follow links (91% of the links were follow links - 64% of all coverage had a follow link)
Thanks to all of the amazing legends that shared their campaigns and insights for this post.
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