Partnering with Just My Look, we implemented a strategic blend of Digital PR and SEO to amplify their brand’s visibility and authority. 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.
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:
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.
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.
Our relevance-first reactive PR strategy involved creating press releases that responded to newsworthy and trending topics. We used techniques such as newsjacking and expert commentary to do this.
To ensure we were being reactive, the team held daily morning newsroom sessions, which involved discussing and reviewing relevant beauty and pop culture stories, trends, and data. If the opportunity to create a new story presented itself, we would begin work on a press release that morning.
This approach led to highly authoritative links and media coverage in relevant publications for Just My Look’s target consumers.
Targeting highly relevant beauty and lifestyle publications with a 16-35 demographic and high authority domain ratings, including Stylist, Grazia, PopSugar UK, Glamour UK, OK!, Elle UK and Tyla.
Targeting national publications primarily featured within the hit list, including The Metro, The Independent, The Sun, The Daily Mirror and The Mirror.
To create relevant news stories, we considered the three pillars of relevance when devising our strategy. They included:
Additionally, we added credibility to our news stories by including insights from Just My Look’s in-house expert, Hayley Walker, to ensure they were more authoritative and engaging.
The main challenge we faced was the rapid pace and evolution of beauty trends. Predicting which trends would be big and have a lasting impact on the market was difficult. To overcome this, we utilised analytical tools, such as Google Trends, TikTok Creative Centre and Glimpse, to measure the trend’s relevance and sustainability.
However, we couldn’t just rely solely on results from the latest beauty trends. We also integrated seasonal-themed news stories, such as summer skincare and Christmas makeup trends, into our strategy.
Another challenge we faced related to the limited budget. This restricted our ability to generate large-scale campaign assets. Due to this, we relied heavily on readily accessible data and insights from our expert in-house team to help create engaging news stories.
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, meaning we successfully reached our objective.
Our achievements included:
These outcomes effectively met the campaign’s objective of strengthening Just My Look’s backlink profile. We secured placements in highly relevant, widely-read publications favoured by their target audience, achieving an impressive average Domain Rating of 60 across all high-authority links.
Lastly, this campaign was nominated for “BEST USE OF PR IN A SEARCH CAMPAIGN (LARGE)” at the 2024 UK Search Awards.
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