Our Work

CLARKS

THE CHALLENGE

Back to School is Clarks’ biggest sales and brand push of the year. Faced with competitive keywords and a variety of products, we wanted to ensure they were ranking as highly as possible for the Back to School peak in August.

We knew we needed to build links to these pages to boost rankings, but creating a news story around this in such an uncertain time where many children were being homeschooled would be a challenge. How could we remain sensitive to the news agenda while still building links for school shoes?

THE STRATEGY

There were two key aims of the campaign: to ensure Clarks retained its high-ranking positions for its core school shoes terms, and secondly to boost rankings for other school-related products to ensure visibility across the Clarks product range. Our internal linking strategy reflected this approach.

Given the news agenda at the time, Clarks didn’t want to appear tone deaf. After a rigorous ideation process, we had our Digital PR idea: a deep dive into the homeschooling experience.

Clarks wanted to understand what parents were searching for whilst homeschooling their children throughout lockdown in the UK, as well as uncover how parents had found the homeschooling experience.

THE RESULTS

The campaign secured 33 pieces of coverage and 26 referring domains, which resulted in the following keyword improvements of Clarks’ core Back to School terms. This boost in rankings ensured Clarks defended its share of voice during the Back to School period, and also led to a 42% ROI from the campaign. The campaign also won Silver for ‘Best Use of Data and Insights’ at the International Content Marketing Awards 2020.

1,514

keyword ranking improvements overall to target pages

+3

'black school trainers' increased 3 places to position 2

+1

'school trainers' increased 1 places to position 3

+6

'kids school bags' increased 6 places to position 10

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