DIGITAL PR CASE STUDY

Woodbury Furniture: branded clicks up 44%

Woodbury Furniture is a premium Australian brand making timeless, high-quality indoor and outdoor furniture for design-conscious homeowners who want sustainable, long-lasting pieces. 
 
Offline, the brand had a strong reputation. Online, its branded search and digital presence didn't reflect the quality of its furniture. So we used digital PR to earn coverage, links and brand demand, turning national and lifestyle media attention into a 44% year-on-year lift in branded clicks. Here's how it came together.
Group 2263
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44
Total Media Placements
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DR 92
Highest link DR
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34
Digital PR links acquired

The Need

The brief was clear: grow Woodbury's branded search and organic visibility so its online presence matched the quality of its furniture.
Three things made that hard:
  • A small share of brand demand. Woodbury averaged 880 branded searches a month, while competitors like Coco Republic (40,500) and Luxo Living (33,100) dominated the category.
  • Fewer people walking in. With foot traffic to physical stores declining, digital visibility became the number one priority.
  • A crowded competitor set. Woodbury was up against premium players like Coco Republic and Luxo Living, plus mass-market giants like IKEA, Bunnings and Temple & Webster.

The Plan

We paired a range of Digital PR tactics with a search-focused strategy, built to grow Woodbury's brand entity online and earn coverage in the publications its customers actually read.
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Data-led and expert-led ideas
Reactive, data-led and expert-led ideation to generate story angles journalists would want to run.
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The right publications
High-authority, relevant titles across the lifestyle, garden and home verticals.
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National reach
Placements in national, lifestyle and garden publications to put Woodbury in front of new audiences.
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Seasonal timing
Seasonal and trend-driven timing to give every pitch the best chance of landing.
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A smart link mix
Links pointing to a mix of branded and commercial landing pages, spreading SEO value across the site.
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Built for brand curiosity
Every campaign designed to spark curiosity about the Woodbury name and strengthen entity-based SEO.

The Execution

Every campaign followed the same four-step rollout, aligning SEO objectives with real-world media interest so every link was meaningful and valuable.
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Ideation
Explored seasonal, data-led and expert commentary topics that would interest journalists and fit Woodbury's brand values.
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Press releases
Tailored releases across lifestyle and interiors, home and garden, property, seasonal trends, sustainability and national news, each optimised for SEO, brand positioning and media-friendly visuals.
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Media list building
Segmented lists of lifestyle, real estate, garden and property journalists, prioritising publications rated DR 40 to 90+.
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Personalised outreach
Pitches tailored to each journalist's beat, drawing on existing relationships and backed by follow-up sequences to lift coverage rates.

The Story Angles

A mix of seasonal, data-led and expert commentary ideas gave journalists a genuine reason to feature Woodbury.
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The value of outdoor space
"Sydney buyers pay 15% more for balcony privilege." Property value data showing how outdoor areas impact sale prices.
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Bringing the indoors, outdoors
"3 essential materials to extend your living space into your garden." Expert-led design commentary on small outdoor styling.
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Preparing your garden for winter
"How to protect your outdoor furniture before winter hits." Seasonal tips from Woodbury's interior designers.
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Curb appeal counts
Partnered with real estate voices to show how styling outdoor spaces can lift a property's value, framing Woodbury furniture as an investment in lifestyle and ROI.
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Spring reboot: weekend garden refresh
"How to refresh your outdoor space in one weekend." Styling advice from Woodbury's interior designers, plus tips from a local landscaping expert.
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The outdoor edit
"Luxury alfresco: the best outdoor furniture for Australian homes." A product-led angle for spring and summer media features.

The Results

The campaign did exactly what the brief asked: it got more people searching for Woodbury by name. Branded clicks grew 44% year on year (August to December 2025), backed by 44 pieces of coverage across national, lifestyle and garden publications and 34 clean backlinks averaging DR 58, peaking at DR 92.
 
That authority carried through to rankings, with new referring domains up 38% since the campaign began.
 
Metric (March to September 2025)Result
Keywords in positions 1 to 3+83 keywords (+24%)
Keywords in positions 4 to 10+120 keywords (+26%)
Organic traffic after Australian Community Media coverage (26 August 2025)+33% spike

 

rewarded_ads
44%
Branded clicks growth
Year on year, August to December 2025, the core goal of the campaign.
rewarded_ads
44
Pieces of coverage
Across national, lifestyle and garden publications.
rewarded_ads
34
Clean backlinks
Averaging DR 58 across every link earned.
rewarded_ads
92
Highest DR link
The strongest link earned, from a top-tier publication.
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650M+
Estimated audience reach
The total estimated audience across every placement.
rewarded_ads
38%
New referring domains
Growth since the campaign began in March 2025.

The Conclusion

For Woodbury Furniture, digital PR wasn't about chasing headlines. It was about building a brand people search for by name. By pairing creative, data-led stories with a search-focused strategy, we turned earned media into authority signals, stronger rankings and a 44% year-on-year lift in branded clicks.
 
That's the role digital PR plays alongside SEO: coverage that compounds into visibility, long after the news cycle moves on.
 
"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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