Bathrooms.com: unveils the chocolate 'sweet'
Bathrooms.com: unveils the chocolate 'sweet'
A view from Rebecca Lee and Jonny Stanton, Dynamo PR

Why search strategy needs to be creative

The team behind the creative search campaign "Sweetest Mistake" pick three more examples of content marketing they admire.

The search marketing industry is often criticised for lacking creativity and prioritising the quantity of links, resulting in target driven strategies.

Of course targets are important, and achieving your client’s objectives are critical to a campaign’s success, but so too is having fun and making a memorable campaign that has a direct impact on the business.

Our 'Sweetest Mistake' campaign for Bathrooms.com, which won Best Search Strategy at the Brand Republic Digital Awards is one example of this.

By analysing Google trends and Google Analytics data, we discovered that people were incorrectly spelling "bathroom suites" as "bathroom sweets". 

In order to drive traffic for the term "bathroom suites" and "bathroom/s" (which were both impacted by the same strategy) we had to come up with creative content that would allow for Bathrooms.com to get links and coverage where the keywords were mentioned many times.

By combining these SEO insights with ideas from staff with traditional PR agency backgrounds – skill sets that traditionally aren’t paired together – we decided Bathrooms.com would sell a real chocolate bathroom suite, to highlight the confusion over the spelling in a quirky and unique way, launched at a media event.

It was covered by a wide selection of international print, online and broadcast media from New York to India, and the campaign boosted visitors to the site by 20% while it was live.

But we're not the only ones working in this way. Here are just a few campaigns that we think have combined search strategy and creative thinking in a smart and impactful manner.

Google Street View of Royal Caribbean cruise ship

Royal Caribbean launched a Google Street View tour of its flagship cruise, the Allure of the Seas and hosted the visual data on their website to gain the most link equity from online coverage.

We specifically like this campaign as it was a world’s first, and it acts as a direct sales tool too.

Trollies of Money by Liberty

Creativity can often be sparked by the news agenda or popular culture, which is why this integrated campaign from marketing agency Liberty is in our top list.

When Tesco overestimated its profits in a public announcement in 2014 by £263m, it sparked a data visualization story Trolliesofmoney.com, showing the quantity of everyday items like bread and milk you could buy.

Not only did they react quickly to a topical news story, they produced a unique piece of content that people were naturally searching for and as a consequence earned links to themselves.

OK Cupid's "We Experiment On Human Beings!"

Provocative discussion can generate coverage, but to build links you sometimes need to think backwards, considering what you want your audience to reference.

Last year, OK Cupid hosted this experiment on their blog, a great example of linkbait (content that aims to attract links).

Penned by their cofounder, the post including data, graphs and a sharable story, creating a source for media to naturally link to.

Rebecca Lee (@RebeccaLee1010) is a digital account manager and Jonny Stanton (@JonnyStanton) is an account manager at Dynamo PR