Now one of the UK’s most-loved brands, Buyagift is the country’s leading provider of experience days and sells hundreds of thousands of gift experiences to customers and loved ones every year. Naturally, when they selected Koozai after a competitive tender process to carry out their content marketing and influencer PR, we were more than just a little excited to get stuck in and help the brand raise their profile online ahead of the Mother’s Day sales period.
One of the most significant sales dates in the retail calendar for the gifting sector, Mother’s Day is big business with thousands of Briton’s rushing out to spoil their mums with gifts and merchandise every year. As part of our work for Buyagift, Koozai were asked to build and implement a content marketing and influencer PR strategy that would help build their online presence and place the brand in consumers’ minds in time for March.
With Brits splashing out well over £1 billion a year on retail spending for Mother’s Day, it is naturally a very competitive space with thousands of businesses vying to woo UK shoppers. Our challenge was straightforward but no means a small feat – to place Buyagift front and centre of UK shoppers’ minds when looking to bag their mum the perfect Mother’s Day gift.
We knew we had to act fast, so our team of SEOs, content marketers, PRs and website developers jumped on the brief and worked together to build and implement an effective strategy. After brainstorming and taking the time to understand the brand’s core values and commercial priorities, we landed on the winning campaign idea – a ‘Spa Wars’ Mother Day event that utilised a blend of content marketing, SEO, PR, and influencer outreach tactics to put mums, relaxation, and Buyagift spa experiences at the heart of Mother’s Day gifting.
‘Spa Wars’ was all about engaging ‘mummy influencers’ and utilising experts to reveal the spa experiences that (according to science) help busy mums relax the most. Pitching to our black book of media contacts, we secured the support of scores of key ‘mummy’ influencers and bloggers for a rather unique Mother’s Day experiment. This meant tasking influencer mums from across the UK to relax and enjoy a plethora of different spa treatments, all while wearing tech that captured data on their psychological response to the treatments (such as their heart rate) to help determine which spa treatments mums find most relaxing. We also commissioned a survey 2,000 UK mums about their gifting experiences, to help support the campaign.
Keen to help the campaign go the extra mile for Buyagift, our digital marketing teams were then tenacious with ensuring that the brand got the most out of the study with influencer mums’ sharing their experience on social media. We also built a bespoke interactive landing page asset for the event Mother’s Day quiz, which was targeted to rank for some of the most lucrative Mother’s Day keywords. Our PR team then went into overdrive with a series of PR stories around the campaign aimed at key national and lifestyle media.
Not only did ‘Spa Wars’ place the brand front of consumers’ mind for Mother’s Day, it supported relevant Mother’s Day keyword ranking improvements and drove significant exposure online for the gifting experiences. Buyagift was featured and shared on a number of popular ‘mummy blogs’ and social media channels, such as Mummy Matters, Charlib, Let Them Be Small, Fizzy Peaches, and Crazy with Twins. The gifting experiences and campaign was also featured in influential media outlets, such as the Sun, Wales Online, Wellbeing magazine, Concept Hair, Mother Geek, Professional Beauty, Gloucestershire Live, and a plethora of popular beauty magazines.
Buyagift's 'Spa Wars' campaign was uniquely creative, and the bespoke content asset, alongside the influencer outreach and PR, proved an excellent opportunity to capitalise on the Mother's Day rush. With extensive placements also secured in influential mummy blogs and national press as part of the content campaign, as well as significant traction on social media, 'Spa Wars' was also successful in helping to strengthen the site's backlink profile for SEO.Amy Soper Head of Client Services
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