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EnviroBuild

Disruptive value-driven PR stunt earns 900+ placements globally

EnviroBuild is a leader in sustainable and environmentally friendly building materials which they sell to trade and homeowners. The business has clear values and is keen to lead conversations around responsible building practices and sustainability.

  • DARK_ESA_PR-Search-2019

The Challenge

Following a consistent and effective technical and content SEO strategy which was demonstrating impact through increased performance, the EnviroBuild growth plan required authority, provided through Digital PR. 

The key objectives of the Digital PR strategy, first and foremost, were to:

1

Earn new and high-quality links back to the domain

2

To position the brand as a disruptor, with activity focusing on the topic of sustainability

The Strategy

We knew we wanted a campaign and approach that aligned with the brand’s goals; to be disruptive and encourage change. With this willingness to stand up for their values, we knew we could broach a topic within a strategy that was timely and challenged perceptions. 

The then American President, Donald Trump was openly making questionable comments around climate change, many of which were not welcomed by climate activists. This was our hook and we knew we could do something in line with this to capture press attention and drive links for EnviroBuild. 

Through a collaborative ideation session with the client, we identified an opportunity with the Rainforest Trust. The trust was auctioning the naming rights to a newly discovered caecilian, a type of Panamanian amphibian. 

The worm, characterised by its tendency to burrow its head into the ground and only see the world only in black and white, among others, made for a fitting comparison to the then president and his attitude to climate change.  

We purchased the naming rights to the new species and named the worm after Donald Trump – Dermophis donaldtrumpi.

The Results

Global coverage achieved, more than 900 links earned and a campaign with purpose, values and meaning at its core, aligning with the tone, direction and focus of the brand.

Featured in:

900

Quality placements

380

Unique linking domains

500K+

Social shares

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