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Consumer PR Agency

Capture your audience and drive results with creative content campaigns

Creative content campaigns, or hero campaigns, are a common tactic within digital PR strategies and one that we believe is essential. This kind of campaign often has an asset at its core, a level of interactivity is possible and – when done well – can capitalise on a broader set of KPIs, beyond link building. With an in-house design team, a digital PR team comprising ex-journalists, traditional PRs and SEOs, and a network of development partners – plus the ability to work with your in-house team – Impression is your strategic partner for high return creative content campaigns.

Consumer PR services

As your consumer PR agency partner, you can make use of our full suite of creative content services, or allow us to support your own internal team.

Campaign Ideation

Our team comprises ex-journalists, traditional PRs, SEOs and UX specialists, all of whom have extensive knowledge of the media, content marketing and how to engage different audiences. We’ll work closely with you to generate ideas that will achieve your goals, reflect your brand and align with your customers and prospective customers to drive interest, engagement and meaningful results.

Graphic Design / UX

Our UX designers will bring the idea to life. That means working closely with your team to understand any brand guidelines and constraints, while understanding the media landscape in order to create content that reflects your business and communicates its core offering in the right way for the press.

Promotion Planning

We recognise that the benefits of a creative content campaign are much further reaching than solely acquiring new backlinks to your domain (though this, of course, is important). We will work with you to capitalise on the broader set of benefits by advising on wider marketing activity across your business, e.g. working closely with channels such as paid social to amplify the campaign and its impact.

Project Management

Our project managers will help scope out your project, ensure all requirements are captured and utilise appropriate aspects of the Agile methodology to streamline production. We’ll ensure your content campaign is on track to deliver against your wider business goals.


Where a campaign requires elements of interactivity, for example, a tool that collects data alongside campaign content, development plays an integral role in ensuring your tool or any other interactive piece of content works as it should. Our team of developers are specialists in creative content development.

Outreach and Link Building

Our digital PR specialists will be heavily involved in the project throughout and are responsible for its promotion to the press. We’ll identify the stories, build media lists, identify the appropriate journalists and conduct all outreach activity, aligning link-building activity with your wider business goals.

How a consumer PR agency helps your business

A creative content campaign has the opportunity to earn quality and relevant links, thanks to the presence of an on-site asset and, typically, a level of interactivity, information or engagement to which journalists are happy to send their readers.

For a creative content campaign to work, it requires a combination of media knowledge and also a solid understanding of the target audience of the content itself – namely, your target customer.

This is where we see the main reason for investing in this style of campaign. While the benefits of link acquisition should certainly not be underplayed (and, indeed, are an integral part of any SEO or online strategy), the ability of these campaigns to engage with users is where the doors open to a much broader set of benefits.

The benefits you might see from creative content campaigns are far-reaching and include:

  • Quality and relevant links
  • Media coverage and brand mentions
  • Relevant referral traffic to your site
  • Audience building (trackable for remarketing)

As an asset, your creative campaign becomes even more valuable; for example, when used as a top-of-funnel asset for something like a paid social media campaign, your creative content is compelling, engaging and helps to identify a wider set of audience members likely to go on to invest in your product or service.

Creative content campaign types

We’re very much of the opinion that story comes first, and format comes second. That means we find the news hook first and establish the opportunity and then find the format most appropriate to communicate it. We’re excited to work with concepts that inspire you and to bring them to life. However, we’re able to provide strategic advice on formats that could work best for your next campaign, and it’s helpful to illustrate these to give you an idea of what these campaigns look like. Of course, this doesn’t show the extent of what we can do; if you’d like to discuss your requirements with us, get in touch, but here are a couple!

Data-based campaigns and visualisations

Data-based campaigns and visualisations are a great method for achieving press coverage and can communicate your expertise to your target audience. We work with your data or that of third parties to help generate ‘news from nothing’ and gain coverage in the places that matter to your business and domain.

This use of what is essentially data journalism is underpinned by fact and when we creatively utilise your proprietary data or that of others, we can make something genuinely useful, insightful and interesting. 

Data is a great asset to any Digital PR campaign. Perhaps you have data in your own business that we could use; anything from sales data to trends insights to reports you’ve run and more can help create newsworthy stories that achieve press coverage and links.

If you don’t have data of your own, that’s no problem! We have utilised a wide range of data sources, from the ONS to global reports to FOI (Freedom of Information) requested data which has enabled us to create hugely successful campaigns that effectively make ‘news from nothing’.

PR Stunts and Product-led PR

PR stunts are a great, cost-effective way to drive interest in your brand and earn new links to your website. Stunts can take on a wide range of formats depending on your business, what you’re trying to achieve and the audience you’re trying to attract – including your customer base and the media publications in which you’d like to feature.

The purpose of a PR stunt is to attract media interest and therefore press coverage. The following is a non-exhaustive list of PR stunts you might consider depending on your unique goals:

  • Product Stunts
    From anti-nightmare mists to emotional support cards, our team will help you plan, create or mock-up and launch your product/service to gain the attention of the press and your target customer audience.
  • Product or Service Launches
    Launching a new product or service and looking for support with your launch strategy? Whether it’s the promotion of a single product or the collation of products into a package with a unique themed appeal, our specialists will help you gain coverage, and links, to your valuable product/service pages.
    For some brands, their products and services are inherently newsworthy if naturally interesting and sometimes they just need a push in the right direction to drive even more value for the business, in this case from a digital PR perspective.

Consumer PR FAQs

Digital PR case studies

105+ new links drives dream results for kids beds retailer

105+ new links drives dream results for kids beds retailer



Digital PR


Home Improvement, Retail

Read Full Case Study
Read Full Case Study
Reactive campaign achieves 180+ links for national card retailer

Reactive campaign achieves 180+ links for national card retailer



Digital PR



Read Full Case Study
Read Full Case Study

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