SUCCESS STORIES

Using DPR To Build Branded Search for Woodbury Furniture

Woodbury Furniture is a premium Australian brand offering timeless, high-quality indoor and outdoor furniture. With a strong heritage and beautifully crafted products, the brand caters to design-conscious homeowners seeking sustainable, long-lasting pieces. 
 
While Woodbury had a solid offline reputation, they faced growing competition online. Their branded search traffic and digital presence didn't reflect the quality of their offering, which is where StudioHawk's DPR team steps in!
Group 2263
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44
Total Media Placements
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DR 92
Highest link DR
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30
Digital PR links acquired
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The Need
To help Woodbury Furniture compete in a crowded online marketplace, StudioHawk launched a Digital PR campaign designed to improve brand visibility, drive high-authority backlinks, and support long-term organic SEO performance. 
 
While Woodbury averaged 880 branded searches per month, competitors like Coco Republic (40,500) and Luxo Living (33,100) dominated brand demand. With declining foot traffic to physical stores, digital visibility became the #1 priority. 
 
By combining a range of Digital PR tactics with a search-focused strategy, we aimed to: 
  • Build Woodbury's brand entity online
  • Secure placements in national, lifestyle, and garden publications
  • Increase branded search demand
  • Drive organic traffic and SEO growth through authority signals
Working with StudioHawk has been a game-changer for Woodbury Furniture. Their creative PR and SEO campaigns helped us break through a competitive market and gain national attention. We've seen a huge spike in traffic, stronger backlinks, and more people discovering our brand. Best of all, the team is proactive, easy to work with, and genuinely invested in our success.
Ashlie McKinnon
General Manager, Woodbury Furniture
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The Plan
We designed a tactical and creative plan to meet Woodbury's growth goals: 
  • Combine reactive, data-led and expert-led ideation to generate strong story angles. 
  • Target high-authority, relevant publications in the lifestyle, garden, and home verticals. 
  • Use seasonal and trend-driven timing to maximise outreach success. 
  • Link to a mix of branded and commercial landing pages to spread SEO value. 
  • Build the campaign to drive brand curiosity and support entity-based SEO. 
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The Execution
Executing the plan required a step-by-step rollout: 
  1. Ideation
  2. Story development
  3. Media list building
  4. Personalised journalist outreach
Each campaign was structured to align SEO objectives with real-world media interest - ensuring every link was meaningful and valuable.   
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Ideation
The StudioHawk team explored topics that would both interest journalists and align with Woodbury's brand values. These included a mix of seasonal, data-led and expert commentary ideas: 
 
  • The Value of Outdoor Space
         "Sydney buyers pay 15% more for balcony privilege"
    Used property value data to analyse outdoor areas impact sale prices. 
  • Bringing the Indoors, Outdoors
     "3 essential materials to extend your living space into your garden" 
    Expert-led design commentary for small outdoor styling. 
  • Preparing Your Garden for Winter
     "How to protect your outdoor furniture before winter hits"
    Seasonal tips from Woodbury's interior designers. 
  • Curb Appeal Courts
     "Outdoor staging tips that can add $X to your property value" 
    Tied into real estate trends and staging. 
  • Spring Reboot: Weekend Garden Refresh
     DIY tips and expert advice with a local landscaping collaboration. 
  • The Outdoor Edit
     "Luxury Alfresco: The best outdoor furniture for Australian homes"
    Product-led campaign for spring/summer media features.    
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Press release
Tailored press releases were crafted to cover multiple angles:
  • Lifestyle & Interior Design 
  • Home & Garden 
  • Property & Real Estate 
  • Seasonal Trends 
  • Sustainability 
  • National & Regional News
Each press release was optimised for: 
  • SEO (keyword targeting, internal linking)
  • Brand positioning (quotes, product mentions)
  • Meta friendliness (visual assets, hooks, headlines)
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Media list building & outreach
Building a strong media list is one of the most crucial steps in DPR. Our strategy involved: 
  • Built segmented lists for lifestyles, real estate, garden, and property journalists 
  • Used both existing relationships and targeted outreach 
  • Prioritised publications with DR 40-90+
  • Sent personalised pitches for campaigns, tailored to individual journalist beats 
  • Used follow-up sequences to boost engagements and coverage rates 
This enabled us to secure top-tier media placements that directly supported Woodbury's SEO and branding goals. 
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The Results
The Digital PR campaign for Woodbury Furniture resulted in 30 high-authority backlinks (average DR 60), 44 media placements, a 52% increase in referring domains, and a 33% spike in organic traffic - all contributing to a 52% uplift in branded search demand. 
 
  • DR 92 - Highest link DR obtained
  • 30 - Digital PR links secured
  • DR 60 - Average FR across all links 
  • 44 - Total pieces of coverage in lifestyle, garden, and national publications
  • +52% - Increase in referring domains 
  • +7% - Increase in Domain Rating (DR)
  • +29% - Increase in URL Rating (DR)
  • +33% - Organic traffic spoke after major feature (August 26)
  • +83% - New top 1-3 keywords
  • +120 - New keywords in positions 4-10
  • 575M - Estimated total media reach 

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