Running Imp: The king’s coronation
Having worked alongside Running Imp since 2021, we were excited to support their King’s Coronation campaign.
The objective was clear, utilise SEO and refined content strategy to build awareness for their new ‘King’s Coronation’ product range.
Inspired by the previous success of the 2022 Jubilee campaign, our SEO team took a data-driven approach and deep understanding of the Running Imp audience to deliver a strategic content campaign, focused on increasing search engine visibility, driving more traffic to their website and ultimately boosting revenue.
Find out how our award-nominated strategy helped them.
367%
Increase in revenue from coronation products
162%
Increase in organic sessions on coronation pages
390%
Increase in coronation product sales
The challenge
Our challenge was to significantly boost Running Imp’s Coronation product range visibility and to ensure that our targets were clear and measurable, we set the following KPI’s:
Increase ‘Coronation’ pageviews by 10% MoM between Feb 2023 and April 2023
Baseline was 5,467 pageviews in January 2023
Increase Organic sessions to the ‘Coronation’ landing page by over 25% from Feb 2023 to April 2023
Baseline was 1,250 sessions in January 2023
Challenge accepted.
Our strategy: Content is king
To achieve these goals, we implemented a comprehensive content schedule built around high-intent keywords related to the King’s Coronation. By first creating a dedicated ‘Coronation 2023’ category for the Running Imp site, we established a centralised hub for all coronation-related products, creating a seamless user experience and improving site navigation.
Alongside the Coronation product range, this new area of the site would also feature a dedicated blog section for us to implement our SEO optimised website content and further support visibility.
Before crafting our content, we conducted comprehensive keyword research to identify search terms with high search volume and low competition. This data-driven approach ensured that we targeted keywords that would drive quality traffic, boost keyword rankings and speak directly to Running Imp’s target audience, which were:
✔ School staff who were 30yrs+ including teachers and volunteers that will be planning a coronation celebration at their school.
✔ Community leaders, 40-50yrs including local council members, church delegates or organisers of a street party.
✔ Charity volunteers & representatives, people that aimed to raise funds through a coronation themed event.
Using internal links throughout blogs and new pages, we were able to link to categories and products to demonstrate that Running Imp had everything needed to host memorable celebrations.
Strategise
We define goals and plan your digital path.
Ideate
We brainstorm creative solutions and features.
Deploy
We build and launch your website with precision.
Measure
We track performance and refine continuously.
The Result: A royal return
Looking back at the KPIs set, we were delighted to see that our campaign had yielded results that far exceeded our initial goals.
Here are the results we achieved:
Increase ‘Coronation’ pageviews collectively by 10% MoM for Feb 2023 to April 2023
Pageviews increased overall from the baseline in Jan 2023 (5,467) by 181%(April 2023)
Jan to Feb – pageviews increased by 53% (5,467 to 8,366)
Feb to March – pageviews increased by 58% (8,366 to 13,252)
March to April – pageviews increased by 16% (13,252 to 15,383)
Increase Organic sessions to the ‘Coronation’ landing pages by over 25% from Feb 2023 to April 2023
Organic sessions increased by 162% from 1,250 sessions to 3,280 sessions
Increased pageviews
Increased Coronation product pageviews.
Increased sessions
Increased sessions for Coronation themed pages.
New content
Uploaded new content in the form of blogs & category pages.
Sales
Increased sales & revenue.
Brand awareness
Vastly increased the brand awareness of Running Imp as an event supplier.
Organic results
All results driven through organic means with no paid advertising.
Get results like this
Our team are creative, talented and brimming with passion. We’re able to achieve results like this because we take the time to get to know your goals, problems and customers, allowing us to take a strategic approach to helping your business.
Speak with our B2B experts to find out how you can energise your business with our wide range of digital solutions.
Here’s our next result
-
1408% Increase in Facebook impressions
-
10,000 LinkedIn impressions reached
-
2199 Instagram impressions reached