SUCCESS STORIES

    Cooper & Co: Turning Home Truths into Headlines

     
    Cooper & Co designs considered, durable furniture, mirrors, lighting and homewares for Australian homes. Since going direct to consumer in 2020, it has been winning over style-conscious shoppers who want pieces that last.
     
    Its customers are often renters, first-home buyers and young families in smaller homes, short on time and wary of buyer's regret. They find inspiration on Instagram, TikTok and Pinterest, and want a brand they can trust.
     
    In January 2026, alongside its SEO campaign, Cooper & Co set out to become a trusted voice in home, interiors and real estate media, and to earn the authority to compete with Australia's biggest furniture retailers.
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    151
    pieces of media coverage
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    131%
    increase in referring domains
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    161%
    increase in branded clicks

    The Need

    Cooper & Co is a younger brand in a crowded category, up against long-established furniture retailers. To be featured by journalists, it needed stories with real substance, and coverage that would build authority for the collections that matter most.
     
    The key objectives:
    • High-authority links
      • Earn quality backlinks to the website and priority collections like mirrors and furniture.
    • More authority
      • Lift Domain Rating through relevant, high-authority placements.
    • A trusted voice
      • Build Cooper & Co's visibility in home, interiors and real estate media.
    • Brand growth
      • Grow branded search and referral traffic from coverage.

    The Plan

    We gave journalists two things a younger brand needs: original data and a trusted expert.
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    Data-led stories
    Turn real homeowner conversations into a proprietary dataset.
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    Expert-led stories
    Position Head of Homewares Katherine Stanley as a go-to interiors source.
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    Relatable topics
    Focus on everyday pain points, from renovation regrets to mirror mistakes.
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    Quality over volume
    Prioritise publication quality and audience fit, linking to key collections.

    The Execution

    Sprint 1 launched three flagship campaigns, each built around a problem Cooper & Co's customers really have.
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    Aussie Home Renovation Regrets
    We analysed 545 Reddit comments on Australians' renovation regrets,  sorted them by type, room, and severity, then narrowed them to 276 genuine regrets. A property strategist then put a resale cost on the most common mistakes, up to $36,000 on a $1 million home for poor-quality laminate flooring. The data-led story earned 9 placements, including realestate.com.au (DR86), Elite Agent and The Interiors Addict.
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    Mirror Placement Mistakes
    With global "mirror placement" searches up 135% year on year, Katherine Stanley shared five practical rules for making oversized mirrors work, including a simple masking-tape scale test. The story earned 53 placements, our highest-volume campaign, linking straight to Cooper & Co's mirror collections.
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    Using AI for Home Design
    TikTok search data showed 273,000 monthly searches for "AI house design". Katherine's six dos and don'ts made Cooper & Co a considered voice on a fast-moving trend, earning 41 placements, 40 of them clean follow links.

    The Challenges Overcome

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    A young brand in a crowded market
    Without decades of brand recognition, Cooper & Co needed stories with their own credibility. Original data and a named expert gave journalists a reason to cover it.
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    Data that stands up
    The Reddit study measured how often regrets came up, so cost estimates came from an independent property strategist, keeping every claim defensible.
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    Products too big to send for review
    Large mirrors and furniture are hard to send for review, so expert advice took the place of product seeding.

    The Results

    From January to September 2026, Cooper & Co's coverage and authority grew sprint after sprint.
     
    151 pieces of coverage: Cooper & Co earned 151 pieces of media coverage, including 78 clean follow links from publications rated DR40 and above, with an average Domain Rating of 51 and a top placement on news.com.au (DR88).
     
    Referring domains up 131%: The number of websites linking to Cooper & Co grew from 310 to 716, and its Domain Rating rose from 30 to 34.
     
    Branded clicks up 161%: Branded search clicks grew from 2,936 in January to 7,673 in September 2026, with the sharpest growth from July as coverage increased.
     
    Collections that grew: Every collection targeted by Digital PR grew in clicks over the last three months, including lighting (up 406%), furniture (up 125%) and mirrors (up 100%).
     
    A trusted name: 88% of coverage was positive or neutral, reaching an estimated audience of more than 36 million, in titles like news.com.au, realestate.com.au, Refinery29 and House & Garden.
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    151
    Pieces of media coverage
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    131%
    Increase in referring domains
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    161%
    Increase in branded clicks

    The Conclusion

    Cooper & Co makes furniture for people who want pieces that last. As a younger brand among long-established retailers, it needed to earn its place in the conversation.
     
    Digital PR gave it that voice. Original data from real homeowners and practical advice from its own Head of Homewares gave journalists stories worth telling, from renovation regrets to mirror mistakes and designing with AI.
     
    In nine months, Cooper & Co earned 151 pieces of coverage, more than doubled its referring domains and grew branded clicks by 161%. The campaign keeps building, with new stories for first home buyers and couples moving in together already earning coverage.
     
    151 pieces of coverage. +161% branded clicks.
    Home truths, now making headlines.
    Cooper & Co's customers want honest advice before they buy. Turning that advice into stories gave journalists, and shoppers, a reason to trust the brand.
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