Published by Rebecca Pascual
Published Date 17.06.2024 Established in 2017, Avid Panda is an award-winning digital marketing agency based in Birmingham that became well-known for its excellence in PR, SEO, PPC, Content Marketing, and Web Design. Our team’s dedication and results-driven approach have earned us a reputation as one of the top digital marketing agencies in the UK.
Being shortlisted for the Best Digital PR Low Budget Campaign of the Year award is a significant achievement and a true testament to the hard work and dedication of our PR team. It demonstrates what we can accomplish for our clients, regardless of the size of their budgets and we look forward to setting the standard in digital marketing.
Avid Panda’s Digital PR Team:
We excel at getting our clients featured in the press without paying for coverage. Our human approach to PR focuses on creating stories that people actually want to read and share.
Lance Honeghan, our Senior PR Executive, heads up PR at Avid Panda. He specialises in crafting stories that captivate audiences and drive traffic to our client’s websites from high-authority publications.
Our goal has always been to deliver a strong return on investment for our clients, demonstrating the value of earning media coverage.
Lance has a wealth of experience in producing data-driven campaigns, demonstrating remarkable skill in achieving impressive results even with limited budgets. He has revolutionised our PR process, consistently hitting and exceeding targets, showcasing the true power of effective, budget-conscious PR.
Through cross-departmental collaboration with our PPC, SEO, and Content teams, we have discovered new methods for generating ideas, gathering data, and pitching innovative concepts. This synergy ensures that our campaigns are not only creative but also strategically aligned to significantly improve our clients’ SEO. By integrating the expertise of each team, we deliver comprehensive and effective campaigns that drive real results.
Our award-shortlisted campaign: Responsible Dog Ownership with Puppies.co.uk:
Puppies.co.uk, one of the UK’s largest dog marketplaces, tasked our team with creating an engaging, low-budget digital PR campaign. The goals were to enhance their authority on all things dogs, appeal to their target audience, and generate links from respected, top-tier publications to positively impact their organic performance.
Our Approach:
Due to Puppies’ limited budget, we needed innovative and efficient ways to gather data and craft compelling stories for both national and regional publications, sparking conversations among dog owners. Traditional methods like surveys or local authority data weren’t viable, so we turned to publicly available data.
Amidst headlines about the proposed XL Bully ban, our team identified a gap in coverage of breed popularity despite the ban. Using Google search data, we pinpointed UK hotspots and shared our findings with key publications such as The Mirror and The Daily Express. The team strategically monitored news alerts related to the ban and positioned Puppies as a leading voice, offering comments to the Daily Mail on their compliance with government guidelines, reinforcing the client’s commitment to responsible dog ownership and breeding.
Post-ban, our outreach focused on rising interest in other dog breeds with aggressive tendencies, predicting potential successors to the XL Bully. Beyond providing data, Lance crafted a statement for Puppies emphasising that while demand for ‘aggressive’ breeds was increasing, these dogs and their owners shouldn’t face vilification; instead, there should be more focus on socialisation and training. This statement resonated widely, appearing in numerous regional titles including Wales Online, Cornwall Live, Birmingham Mail, The Daily Record, The Coventry Telegraph, and others.
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