Just My Look | Reactive Digital PR That Earns Links

Tasked with expanding their reach, we focused on securing high-value backlinks from reputable publications frequented by their target audience, driving measurable impact on their online presence.

Our reactive PR approach included creating press releases that respond to trending topics, social media trends, breaking news and seasonal conversations. Having identified Just My Look’s target consumers, we then had to understand the publications that they would be consuming.

Services Digital PR,

Industry Retail, Beauty

The campaign was designed to elevate Just My Look’s audience engagement and brand visibility by fortifying its backlink profile. Our strategy centred on acquiring highly relevant, authoritative links in publications that resonated with their target audience, ensuring maximum impact and credibility.

The campaign goals were:

120 pieces of online coverage.
90 backlinks in relevant publications.
Average link DR of 60.
22 new relevant referring domains.
To increase brand monthly searches by 25%.
To increase the sessions on the homepage by 50%.

Our first task was to understand the brand’s target audience. Just My Look’s target consumers are primarily Gen Z and Millennials (aged between 16 and 35) – budget-conscious beauty enthusiasts. To reach this audience, we identified Reactive PR as the best PR strategy for securing links and coverage in publications relevant to Just My Look and the target consumer.

Links earned in Grazia, Glamour UK, Elle, Tyla, OK!, PopsugarUK, The Beauty Bible, The Sun and The Mirror. :

Traffic to high-intent areas via long-tail keywords: 100k+ clicks earned

Our relevance-first reactive PR strategy was built to earn authority and drive meaningful traffic by meeting real-time search and media demand. We produced press releases that responded to trending topics, breaking stories, social conversations, and seasonal moments, using newsjacking and expert commentary to make each story timely, credible, and worth covering.

To stay genuinely reactive, the team ran daily morning newsroom sessions to review emerging beauty and pop culture trends, assess the strongest angles, and begin drafting new stories the same day whenever an opportunity appeared. This cadence helped us secure highly authoritative links and coverage in the publications Just My Look’s audience actually reads.

To keep output consistently strong, every story was assessed against our three pillars of relevance: it had to align with Just My Look’s brand and messaging, it had to resonate with their Gen Z and Millennial audience, and it had to connect to what journalists were actively covering right now.

We strengthened credibility further by incorporating insights from Just My Look’s in-house expert, Hayley Walker, helping stories feel more authoritative, more distinctive, and more valuable for publishers to run.

From July 2023 to August 2023, our strategy resulted in 164 pieces of online coverage, a combined reach of 894 million, and an estimated 22.1 million views.

From July 2023 to August 2023, the reactive PR programme delivered a step-change in visibility and authority for Just My Look, securing coverage at pace in the exact publications their Gen Z and Millennial audience engages with.

In total, the campaign achieved 164 pieces of online coverage, delivering a combined reach of 894 million and an estimated 22.1 million views. More importantly, it produced measurable authority gains through 119 relevant backlinks with an average Domain Rating of 70, significantly surpassing the KPI of 90 relevant backlinks with an average DR of 60.

Coverage landed across a strong mix of high-authority beauty, lifestyle, and national titles, including The Metro, The Daily Mail, Professional Beauty, The Independent, and The Sun, supporting the core objective of strengthening the brand’s backlink profile through relevance-led placements.

The quality and consistency of results also contributed to the campaign being nominated for “BEST USE OF PR IN A SEARCH CAMPAIGN (LARGE)” at the 2024 UK Search Awards.

A link profile built for long-term growth.

The campaign delivered a major uplift in authority through a strong mix of link volume, quality, and relevance. We secured 27 link syndications alongside 88 homepage links, including 47 follow links, plus 11 product page links, 1 category link, and 1 blog link, strengthening both brand authority and commercial page support.

In total, Just My Look gained 26 new referring domains, exceeding the KPI of 22. These included high-value placements in titles such as Elle and OK!, with 42 links earned from beauty and lifestyle publications averaging DR 64. Coverage highlights included Grazia, Glamour UK, Elle, Tyla, OK!, PopSugar UK, The Beauty Bible, The Sun, and The Mirror.

This authority growth translated into stronger brand demand and measurable commercial impact. Brand searches increased by 50%, double the original 25% target. As a result, homepage traffic from brand queries rose 59% year over year, exceeding the agreed KPI by 9%. With higher intent users arriving via brand-led searches, improved awareness also contributed to performance further down the funnel, reflected in a 35% increase in revenue.

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