We utilised a product stunt approach to generate relevant, high-quality backlinks to help drive qualified traffic and to increase the brand’s visibility among its target audience.
Hot off the press, we took advantage of the opportunity to create an innovative and unique campaign in reaction to the announcement of Adele’s long-awaited album ‘30’, which made international headlines. With songs based on her recent divorce, we knew that this album would be emotionally charged.
With this in mind, we set out to create a whole new range of ‘break-up’ cards with Funky Pigeon’s internal team as well as encouraged them to create a new subdomain on the site where these cards would be featured. This process required close communication, collaboration and trust with our client.
The cards would appeal to those who have recently gone through a breakup as well as Adele fans awaiting the new album. Its uniqueness targeted a new type of support among friends and tied into something we knew would achieve mass headlines and tonnes of social media coverage.
One of the major challenges we faced was time and relevancy. With the new album releasing on the 19th November, we only had one month for ideation, creation and conduct outreach. We identified the release week as the best window of opportunity to achieve meaningful results, this meant outreach would be conducted over a short four-day period. Beyond these dates the story was no longer relevant.
In order to make the best use of our outreach efforts, we targeted high quality domains and press that are both of relevance from an SEO perspective or from a customer point-of-view. Specifically, our media lists comprised lifestyle and music press.