Can You Spot It

Whether it’s a caterpillar hidden in a sushi roll or a mushroom in an ocean of jellyfish, just how fast can you spot the hidden objects? This popular series of brainteasers was created in collaboration with Lenstore and received incredible levels of national and international coverage from news outlets.

Objectives

1. Achieve top-tier, authoritative, editorially valid links that increase site authority.
2. Deliver LinkScore results of over 1,000 points.
3. Support and increase brand recognition efforts through coverage, social and print.
4. Grow organic traffic and revenue sitewide and, in particular:
• for the strategically and commercially important ‘contact lenses’ page;
• improving rankings for the 1,178 commercial keywords that the client was tracking.

Methodology

We began with a technical SEO audit which resulted in a range of recommendations which (in conversation with the client’s lead developer) we prioritised based on likely impact and internal resources available. We continued to work closely with the client’s team to help implement recommendations.

When it came to campaign ideation and production, contact lenses are not a topic that journalists usually have much cause to write about. To this end, we created a series of sight, vision and perception-related content pieces for the client including Can You Spot It – a game where users try and find items hidden within detailed designs and are able to compare how they fared versus the Great British public.

It was these comparison results that would give our outreach a plethora of angles that were bound to entice journalists.

Results

• A fun and original asset that exceeded our client’s expectations
• 154 linking root domains from some of the biggest authority sites including; The Sun, Daily Mail, Today USA, Good Housekeeping, MSN, Mental Floss, Esquire, Yahoo, Country Living, Reader’s Digest
• A LinkScore of 16,544 points
• The campaign was viewed over 4,087,108 times, and the game itself was played by
over 457,000 users
• Over 13,431 shares on social media through coverage as well as through the campaign page itself (Twitter data counted until they implemented tracking changes)
• Shares by high authority social media accounts including; Daily Mail, INSIDER, The Sun, Esquire, Mental Floss, Reader’s Digest Asia, Reader’s Digest Australia, Reader’s Digest New Zealand
• Over a period of 12 months our client’s ranking for the key term “contact lenses” went from position 12 to position two
• The client’s non-brand organic traffic went up by 188% in total

Coverage highlights

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View live campaign