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Viking Direct – A year of international PR success
We achieved 1,759 pieces of coverage across five markets for Viking
Viking, part of the Office Depot group, is a major supplier of office stationery and office products to businesses in multiple territories worldwide. As a global brand, one of their key objectives is to increase visibility in international markets through gaining online coverage and links.
We created a product category focused content strategy, creating campaigns around key commercial focus areas for each market. The strategy included digital PR, link acquisition campaigns and content optimisation to increase on-site keyword relevance.
PR and link acquisition
We used a mix of digital PR campaigns, stunts, press events and influencer campaigns to gain coverage and links and ultimately boost rankings.
Some campaigns were designed to be delivered internationally, with research and content localised for each market by the international team.
The international team also delivered country-specific campaigns tailored to local opportunities such as national awareness days.
Across all five territories, we achieved 1,759 pieces of coverage, of which 1,319 contained links (1,079 followed links).
UK and Ireland: 678 coverage, 482 links
Germany and Austria: 769 coverage, 599 links
Netherlands: 186 coverage, 138 links
Italy: 126 coverage, 100 links.
Game of Thrones paper dragon – international campaign We commissioned paper artist Andy Singleton to build a 13-metre paper dragon made using Viking paper to tie in with the final GoT series. This enabled us to build links directly to the paper category page across all five markets.
265 pieces of coverage
6.7 billion online readers
9.89 million coverage views
31.3k social shares.
Printer paper (moved from position #4 to #1, increasing monthly searches by 6,600)
Copy paper (moved from position #3 to #2, increasing monthly searches by 1,000)
A3 copy paper (moved from position #5 to #1, increasing monthly searches by 320).
Bullying in the workplace – local campaign
Part of the content strategy included widening the topics covered in their blog hub to increase the website’s relevance to one of their target demographics, businesses.
Following the success of an Austrian PR campaign, 'Bullying in the workplace', we updated and localised the content for the German market and launched the campaign to coincide with a German national study on the topic. By looking at previous editions of the national census, we identified which aspects of the workplace were left uncovered. We used these themes to inform our survey questions, meaning we could go out with unique data.
We also sourced a German anti-bullying organisation to comment on the survey findings. This added credibility to the campaign, which is crucial to getting media buy-in in Germany. The campaign has received 31 pieces of coverage, including 26 pieces of linking coverage (average DA42). This amounts to a combined total online readership of 12.6 million, with an estimated 85k views. The story has received 843 social media shares to date.
In addition, many of the links were from publications which have not linked to Viking before, widening the backlink profile in Germany.