Prestige Flowers: driving mentions and traffic with reactive digital PR

Prestige Flowers: driving mentions and traffic with reactive digital PR
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Case study · Home & Interiors

Prestige Flowers competes with market leaders, and its coverage was usually limited to Mother’s Day and Valentine’s. We spotted the ONS baby names list coming and a rise in floral names. We linked each trend to a Prestige bouquet and turned the story round fast. It earned 14 national pieces and 12 high-authority backlinks.

  • 12 high-authority backlinks
  • 14 national pieces
  • 90 average domain authority
  • 8% share of voice
A bright Prestige Flowers bouquet with sunflowers and gerberas
  • Client Prestige Flowers
  • Sector Online florist
  • Services Reactive digital PR, data analysis
  • Audience UK consumers
  • Channels National online media

What did Prestige Flowers need?

Prestige Flowers sits in a category dominated by bigger names, and its coverage was confined to seasonal gifting. It wanted conversation and action outside those windows.

  • Business objective: drive traffic to the website and grow search visibility.
  • Communication objective: create conversation outside peak dates and earn high-authority coverage with links.

What was the insight?

The ONS baby names list gets huge coverage every year. Floral names were on the rise, a natural link to a florist.

The idea was be first into a story everyone covers.

What did we do?

  • Horizon scanning. We flagged the ONS release in advance.
  • Our own data cut. We linked each floral name trend to a Prestige bouquet.
  • Fast turnaround. We had the story ready to go the moment the data landed.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Outputs National pieces 14 Prohibition coverage log
Outputs Coverage mentioning the brand more than once 100% Prohibition coverage analysis
Outputs Average domain authority 90 Prohibition coverage analysis
Out-takes Share of voice 8% Prohibition media monitoring
Outcomes High-authority backlinks 12 Prohibition coverage analysis

What did Prestige Flowers get from it?

National coverage and valuable links outside the usual gifting peaks.

What did we learn?

  • Plan for the predictable. Known data releases are easy wins if you prepare.
  • Speed wins. Being first got us into the main stories.
  • What we would do differently. track referral traffic and ranking changes from the links, to show the SEO value.