SHARK BEAUTY DIGITAL PR PROPOSAL 2024
Lucy Gwyther
PRESENTATION AGENDA
THE CAMPAIGN:
Current market positioning & campaign goal
Current organic search position on Google = 5th place for search terms “UK hair styler”, 9th place in search terms “hair styler”and 13th place in Germany under search terms “DE hair styler”.
Overarching goal of the new digital PR campaign:
To increase brand visibility and authority to generate positive brand awareness surrounding Shark’s hairstyling tools by showcasing the products versatility across a range of hair types through digital PR tactics and a robust multi-media content strategy.
Star Product of the Campaign: Shark FlexStyle 5-in-1 Air Styler & Hair Dryer
BUDGET: 8K
CAMPAIGN OVERVIEW
The Core Components of the Campaign:
High-quality Link Building through:
Media and blog placements
Guest blogging
Resource pages features
Influencer collaborations
Additional Tactics:
Brand Partnership
New Website Content Creation
General SEO Optimisation
TikTok SEO
OBJECTIVES 1 3 2
BOOST
GOOGLE SERP
Long-term objective: To increase Shark’s ranking for the keyword “hair styler” from the current 9th position to the top 5 positions (44% increase) on Google within 3-6 months.
BUILD 20 BACKLINKS DRIVE SALES TO SHARK 5 IN 1
To secure at least 20 highquality backlinks from reputable sites including online media placements to Shark’s featured product page and influencer referrals.
Through an increase in quality backlinks and a strengthened search authority, Shark Beauty should expect to see an increase drive in sales to the ‘Shark FlexStyle 5-in-1 Air Styler & Hair Dryer’.
Additional: To promote cross-platform activations to the new campaign through social media tactics and influencer collaborations across a range of platforms.
for
STYLE WITHOUT LIMITS CAMPAIGN
the ‘Shark FlexStyle 5-in-1 Air Styler & Hair Dryer’
Campaign
Creative Content
Inspiration: “For All Hairkind” Shark Campaign 2022
Dyson Corrale 2020
Phillips “Your hair, your way” 2023
CAMPAIGN M
Versatility of product as the forefront of campaign messaging Campaign will blend educational, entertaining and inspiring messaging
Diversity and inclusion as a priority in every aspect of campaign: from campaign imagery and models, media placement choices and influencer collaborations. Superior quality, multifunctionality and user experience communicated throughout
Note: Campaign can also have a seasonal and contextual relevance eg. influencer collaborations focusing on summer hairstyles and festival-ready looks
CAMPAIGN TACTICS
FIRST STEPS:
For keyword planning, use tools like Google Keyword Planner, SEMrush, and Ahrefs to identify high-traffic, low-competition keywords related to multi-purpose hairstyling terms.
Ahrefs keyword ideas:
These keywords demonstrate a specific search intention.
The circled search terms have lower competition and drive a decent volume of searches, therefore they are easier to rank for but still bring substantial traffic.
Using keywords identified through the keyword research and planning stage, Shark can then begin creating content around identified keywords and start to optimise on-site website content, SEOoptimised titles, descriptions, and tags
CAMPAIGN TACTICS
FIRST STEPS:
Refine SEO-optimised web landing page for the campaign’s main product
Shark should then create an SEO-optimised web landing page for the new campaign to ensure this page ranks well for the targeted keywords. This page will be the main place customers will be redirected through backlinks from other sites and via influencer collaboration links.
Therefore this page should also be optimsed with meta tags, headings and content that aligns with search intent.
CAMPAIGN TACTICS
FIRST STEPS:
Content creation (web, socials and email), guest blog writing and press release writing begins. During this stage, Shark Beauty should identify a range of media outlets and blogs that will be contacted as part of the campaign’s linkbuilding strategy. When this content creation and writing is complete, Shark should begin outreach and planning of their social media calendar.
Blog Posts: Develop own SEO optimised blog posts focusing on versatile hairstyles, summer hair tips and the innovative features of Shark’s 5in1 styler – under “Hair Styling” tips section of website.
Social Media Content: Design engaging social media posts, including beforeand-after transformations, user testimonials and repurposing UGC and influencer content.
Guest Blog Features & Press Release: Writing of features for guest-spots on blogs as well as press release writing to be distributed to media outlets will commence.
Contact: press@refinery29.com
Contact: red@redmagazine.co uk
Contact: ree@reallyree.com
Contact: sales@ukbeautyclub.com
CAMPAIGN TACTICS
NEXT STEPS:
The next stage is to confuct influencer outreach and sourcing, from a micro to macro creator search. Influencers will be briefed on the content themes but will be granted creative freedom in their Shark Beauty content creations, the brief will also include how creators involved must incorporate a link through their bio/linktree to the campaign landing page and to mention this at the end of their content. The intended impact of this is to help increase the number of quality backlinks to Shark’s campaign webpage in order to positively influence domain authority and to drive a good amount of referral traffic.
MACRO INFLUENCER (CURLY HAIR): SOPHIE MARIE
Average Engagement: 9,248 Average Engagement Rate: 2.54%
MID-TIER
INFLUENCER: CHLOE ROBERTS
Average Engagement: 40,512 Average Engagement Rate: 78.62%
4,115
ADDITIONAL TACTICS: Brand Partnership Giveaway
Promote the giveaway on all social media platforms of both brands. Include links in bios, posts, and stories that direct followers to the giveaway landing page on the Shark website.
Create a dedicated, SEO-optimised landing page for the giveaway on Shark’s website. Optimise it for SEO with relevant keywords, detailed descriptions, and calls to action.
Links to Umberto Giannini’s site will also be featured.
ADDITIONAL TACTICS: Boosting TikTok Rankings
Rationale:
TikTok SEO is the most in-demand service in the US, demand is up 116% –”and budgets are shifting towards TikTok to become more discoverable on the platform” (Rise at Seven 2024)
Impact:
TikTok has become the platform which refers the most traffic and demand, “with a conversion rate as high as 80%” (Rise at Seven 2024)
SUMMER-READY STYLING WITH
THANKS FOR LISTENING
Lucy Gwyther,
Linkedin: https://www.linkedin.com/in/lucy-gwyther-609272250/
