Case Study - Upmove

SUCCESS STORIES

Using Digital PR to Move Organic Performane with Upmove

Upmove are Australia’s leading online platform that connects customers up with the best removalists across Australia. The Upmove platform is designed to streamline the removals process for everyone involved, handing back control and keeping Australia moving.

Upmove wanted to reach a wider audience and build their brand online, while gaining highly authoritative and diverse links to complement their organic search efforts.

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The Plan

Strong focus on reactive opportunities to gain a diverse range of publications.
Utilise strong data sourced from manual scraping to give journalists unique angles on well-read topics.
Gain links from a combination of global publications, specifically targeting high authority & relevant publications.
Be creative with our ideation process to open Upmove’s services to a wider audience.

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Ideation

We had identified a trend across social media and the news around Millennials trends of being a ‘plant parent’.

We used this trend to play on the emotional ties of ‘Plant Parenthood’ and how they would want to protect their plant babies during a big move – the most likely chance of them getting damaged. This allowed us to pinpoint a new target audience for Upmove while maintaining relevancy.

With the campaign starting around the New Year, decluttering was trending – which is a key part of the moving process before packing. This would prove to be the basis of our data-led campaign combining both data-led and reactive techniques.

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Data Collection

For our data-led piece, we wanted to utilise a wide spread of data points.

From TikTok to Instagram, we pulled together the top trending ‘decluttering’ techniques according to global hashtag views with all relevant keyword variants tallied. This included the likes of ‘move out method’ (for relevancy), ’80/20 decluttering rule’, ‘Core 4 method’, ‘KonMari method’ and more.

To make the press release even more engaging and to widen our potential target publications, we included data on the Cleantok influencers who earned the most. This allowed us to pinpoint more finance-based target publications. We collated a seed list of popular home cleaning and organisation TikTok influencers globally, noting down their total followers, likes and number of videos. This was then inputted into an earnings calculator tool to reveal the estimated earnings per post. This data was then included within our press releases.

It’s important to note that our global audience meant the TikTok influencers and their earnings were different in the UK, US and Australia meaning we had to run these figures individually for each country.

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Media List Building & Outreach

The media list is one of the most important parts of the process and can make or break a successful digital PR campaign.

We utilised a series of existing relationships, and used our database, to reach out to new journalists in the industry that may be interested in this topic.

We built our media lists across multiple global and national publications and sent out personalised campaign sends for each.

This enabled us to secure high-authority press coverage that linked back to the client.

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The Results

With a change in perspective from a search point of view, to building out well-written pages and a smoother user experience, the results poured in. In fact, the results of this campaign were wonderfully ridiculous. Even with the site being deindexed we were able to achieve a powerful result for the community while driving revenue to the website for individual police checks. SEO success box: checked!

DR 92 – Highest link DR gained.
18 – Digital PR links acquired from one campaign.
DR 67 – Average link DR score.
Coverage Secured – Ideal Home, Homes & Gardens, MSN and Country Living.
144% Increase – in organic traffic
54% Increase – in top 3 positions

86%

increase in leads

Taking an already thriving business coaching program and giving it an absolutely deserved online presence.

Using Digital PR to Move Organic Performane with Upmove

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