PR Case Study : Becky James

Dr Nigel Jones is one of the UK’s leading dental implantologists. He sponsors double world track cycling champion Becky James. Our team came up with an idea and organised a PR campaign involving Becky aimed at boosting Dr Jones’ media profile and SEO. Following our work before, during and after the event, search traffic to his website increased significantly and 16 keywords for his website moved up the Google rankings - three within the top three.

Campaign Goals

  • Raise our clients profile and SEO through national and regional press coverage
  • Create a viral video for social media to boost our client’s website

Campaign Strategy

  • Organised a well-timed press conference boosts media interest
  • It was held the week after she won world bronze and the week before her boyfriend - Wales rugby international George North - was due to play against England in the biggest match of the 2016 Six Nations
  • Media are allowed to interview Becky in return for inclusion of mentions and backlinks to our client’s website
  • Articles in national, regional and local press seen by an estimated 40,000 people
  • Film and edit exclusive content with Becky for future release

The Results

  • 22.73% increase from the previous month in traffic to our client’s website following the PR event
  • There was a 42% increase in traffic to the website from social media
  • 64% increase in direct traffic from people seeing the printed stories and typing in our client’s name
  • 11% referred traffic from news websites
  • 19 Keywords have increased in rankings in the month following
  • A video interview we produced and posted on Facebook reached 6,906 people