PR Campaign

Completed in December, 2020

Project Overview

Meta deliver a cracking Christmas surprise with rechargeable sex toy company, Ricky.com

In the year that the global pandemic took hold, Meta worked with Ricky.com, a re-chargeable sex toy company, to bring fun and frolics to the UK public in time for Christmas 2020 with a successful product PR campaign to build brand awareness, driving those all-important visitors to site and generating revenue.

The unique offering, along with a playful press release helped Meta secure 10 show stopping pieces of online coverage in high quality, relevant publications such as LADbible, Metro and The Sun. These pieces of coverage all included backlinks to Ricky.com and because of this, not only did the campaign boost the quality score of the website, it improved user behaviour signals, driving visitors to the site and ultimately, increasing revenue for the growing sex toy company.

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Client
Ricky
Services
PR Campaign

Results

A selection of key statistics from this PR Campaign

+2064
new users

+10
pieces of high quality coverage

+3,100
comments (Facebook)

+10,346
pageviews

The brief

Ricky.com was a start-up brand and following an initial meeting to discuss how we could help launch their sexy brand with a bang, the MD hired our expert PR/Content team to help support the site launch and raise brand awareness in their first year of trading, which resulted in some impressive results!

Key Objectives

Our objectives were to increase brand awareness and generate traffic to the website by securing relevant coverage that included high authority links back to the website.

This campaign was delivered on a shoe-string budget, so the aim was to do all we could to raise awareness of Ricky.com and promote a brand new, unique product offering – a Christmas cracker with a sex toy surprise.

How we did it

We led a creative ideation session to pitch our campaign idea to the client. Our approach was to create a unique product that could be bought as a sexy surprise gift for a loved one – raising an eyebrow and a smile at Christmas time during the pandemic.

The company loved our idea, and went away to develop a limited edition Christmas cracker with a cheeky sex toy surprise hidden inside.

We created a product page, describing the unique product, key features and a tab that could pull through product reviews. We then produced a supporting blog post to announce the product and our in-house development team updated the banner image on the homepage, so all eyes could be on this new and exciting product.

Next, we set our sights on creating some stand-out product PR to promote this exclusive product. Meta produced some enticing product photography and a tongue in cheek press release highlighting the strains lockdown has had on our mental health and why it was ‘time for a tug’. The release explained why we wanted to lift the spirts of the UK population and why everyone should check out this brand new product that’s unique and exciting for Christmas.

Gareth, Tim and the whole team at Meta have been exceptional. They are an agency that really go above and beyond to help you succeed. We’re a new start-up brand and they’ve been really supportive in these early days to guide us and build a phenomenal e-commerce website on a limited budget. When you find an agency who will reply to your 9pm emails – you know they’re living and breathing your business right alongside you.

Tom Thurlow, Founder, Ricky.com

Project highlights

Data Migration from Magento

Custom scripts to facilitate migration of all data, ensuring optimisation and integration with the new platform (front-end content / back-office customer records)

Full site re-design

Integration of an extensive top level mega drop down – make/model for all products

Custom Shopify filtering

Custom Shopify filtering on product listing pages. Shopify does not offer filtering of PLP’s out-of-the-box. Meta’s smart tagging app has allowed for the introduction of SEO friendly pages based on product attributes that was not possible previously.

Advanced SEO Functionality

To give a competitive advantage for long tail searches, we’ve included overrides via Liquid in combination with collection metafields. We match the selected tag against metafield data and then override key collection data mentioned above as well as images and content spots. This can be uitilised for as many tags as we wish to dynamically set filtered collection content.

International roll-out

Our team have worked with Cobrasport to deliver the internationalisation strategy for territory expansion to USA

Development highlights

Vehicle finder

Shop by brand links on manufacturer logos with data transformation (enable customers to find the right parts more easily)

Use of video to showcase exhaust sounds

Embedded video content with sound clips of exhausts to enhance user experience

Videos

Home page showreel of tig welding video content embedded to bring specialist welding process to life

Content Hub

Content hub to showcase Cobra Sport awards, press coverage, informational and inspirational content

Design flair to highlight key product features

Use of spinners to highlight key product features on exhausts – improving interactivity / user experience

Custom Pricing for B2B Content Hub

Functionality to provide custom pricing for B2B and B2C orders

Custom App build for B2B Invoicing

Custom app build/integration for B2B Trade Accounts with trade discounts, drop shipping facility and invoicing on account as a payment option at ecommerce checkout stage – this functionality does not exist on any other Shopify website)

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