Background:

Ingle & Rhode is an award winning ethical fine jeweller, intended as an alternative to traditional luxury brands. The brand’s mission is to create luxury jewellery with complete supply chain transparency, from ethically sourced materials and conflict-free gems. 

They came to us to strengthen their online brand presence, to grow their profile and increase sales. Their top priority was to build authority in search by significantly increasing the number of high quality backlinks and new referring domains. 

Ultimately, we needed to build more visibility, trust and awareness in their competitive market.

Strategy:

When the brand approached us for digital PR services, we immediately identified Christmas as a key marketing opportunity. 

The weeks leading up to Christmas offer one of the highest spend periods of the year, especially for luxury items. Consumers are not only buying jewellery gifts but also planning seasonal proposals, making this time even more important for a brand specialising in ethical engagement rings. 

To make the most of the seasonal sales period, we decided a creative product-lead PR campaign would make the most impact. In order to stand out and display the brand’s products, we came up with our campaign: The World’s Most Exclusive Advent Calendar. 

Not only did this idea give us an opportunity to showcase the brand’s products, but also turned a classic Christmas tradition – the advent calendar – into something far more exciting and newsworthy. 

The enormous price tag attached to the advent calendar also made waves. The diamond-packed calendar came to a staggering total of £25,000! 

We created a bespoke landing page on Ingle & Rhode’s website for use in all of our outreach. This gave potential customers, or just anyone intrigued by the ludicrously expensive item, the opportunity to click through and read more about the product and it drove valuable traffic to the site.

The landing page also gave journalists a reason to link back to the Ingle & Rhode page when publishing the story, which contributed to an increase in high quality backlink and referring domains.

Results:

Overall the advent calendar campaign earned 127 items of coverage, with 55 follow links and plenty more nofollow links. Links came from 85 new referring domains. 

The luxury advent calendar landed in Hello Magazine and OK Magazine, where it was ranked among the year’s best advent calendars alongside offerings from Selfridges and Harrods. 

Other coverage included placements in The Star, Luxurious Magazine, Daily Mirror and many more regional and national publications. 

Earning links in high-authority domains is one of Google’s strongest ranking signals, so was essential for the brand in the lead up to Christmas. This coverage has provided the brand with long-term SEO benefits and signals to both customers and search engines that the brand is legitimate and reputable, helping with overall brand awareness and reputation.

Want results like these?

Email us with the goals you have in mind - we’d love to work with you! hello@motivepr.co.uk 

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