Insect Invaders

Cleanipedia

UK

Creative/Outreach

Cleaning

3530

LinkScore Tooltip copy here
67

Linking domains
21

Extra coverage

Does the idea of insects lurking around the house make your skin crawl?

For Insect Invaders, we worked with Cleanipedia to reveal the top locations in the UK, the US, Australia, New Zealand, Ireland, Canada and South Africa for sightings of insects that are notorious for causing damage in the home.

Once the results were in, we put together information on these destructive creepy-crawlies and collected expert advice on cleaning up the messes left in their wake.

Objectives

1. Achieve top-tier, authoritative and editorially valid links that increase site authority.
2. Increase organic search rankings to increase the client’s web traffic in the UK & South Africa.

Methodology

We began our study by compiling a seed list of insects that are known for causing damage to the home. 'Damage' counted as anything from spreading bacteria on household surfaces to eating through clothes and upholstery. This list was full of all kinds of pests, including multiple types of silverfish, beetles, moths, cockroaches, and crickets.

We then analysed iNaturalist (the biodiversity database) to collect verified observations of these home-invading insects and reveal where they were most common in the UK, US, South Africa, Australia, Canada, New Zealand, and Ireland. Our final data considered more than 437,339 observations of 2,259 select species and families of home-destroying insects. All observations were made between 2010 and 2020.

Once we had the results of this research, the final campaign included detailed insight into how some of the most common insects destroy the home, as well as tips on how to clean dirtied surfaces and repair insect-damaged clothing.

Results for Cleanipedia

Outreach was done to journalists globally and markets that saw particular success included the UK and South Africa. That included a +60% increase in ZA traffic to the Home category and +32% across the whole site. In the more competitive UK market, there was also a 5% increase in traffic to the Home category.

The outreach efforts for this client was expanded on with the creation of two complementary assets: a series of colourful, fun 'spot the insect' puzzles, and a list of 11 popular cleaning myths that we debunked with an expert.

Think you've got a good eye for spotting creepy crawlies? Click the image to reveal answer...