Case studies from a selection of our clients
Creation of Discover Cornwall hub drives traffic and increases organic visibility
Fresh Egg proposes and creates an innovative content hub to increase awareness and help Sykes Cottages’ target audiences Discover Cornwall.
Cornwall is a priority area of focus for Sykes Cottages, the UK’s leading independent cottage rental agency.
Fresh Egg was tasked with proposing, creating and implementing a creative, content-led campaign that would position Sykes Cottages as an authority for holidays and holiday-related content in Cornwall by:
Fresh Egg devised the concept of the Discover Cornwall content hub – an interactive content hub navigable by location, things to do and holiday types. The visually stunning hub is designed to make it as easy as possible for users to find the information they need to make the most of their Cornwall holiday.
After conducting thorough audience and search landscape research, food and drink in Cornwall was highlighted as the topic for initial focus. Working with a Cornish filmmaker, local businesses were engaged to feature in five videos all about food and drink in Cornwall – one for each of the main regions, and one more general video.
Built using Fresh Egg’s own content management system (CMS), the content hub allows the easy publication of new pages. Fresh Egg now works with Sykes Cottages’ in-house teams to produce written guides on an ongoing basis, providing support, feedback and documentation.
Since going live in November 2014, the content hub has been expanded to cover food and drink, attractions, outdoor activities, beaches, gardens, arts and heritage, and hidden Cornwall.
Throughout the campaign period, various promotional techniques have been used, including:
Relationship building with businesses and organisations featured in videos and guides, plus other relevant influential sites and tourist boards, through a digital PR process that involved social engagement on Twitter and personalised outreach
Paid promotion, including targeted Facebook promoted posts and Twitter ads
Organic social promotion
Mini-campaign competition to promote the hub and the use of the #discovercornwall hashtag
Implementation of Tagboard to show a gallery of social content including #discovercornwall
Development of related survey and subsequent press releases
Organic and paid video seeding
YouTube preroll ads
Promotion of the hub on the Sykes Cottages email campaigns and blog
Demonstrating Fresh Egg’s integrated approach to digital marketing, the majority of disciplines have been involved in the proposal, creation, build and promotion of the Discover Cornwall hub.
Over 23,000 visits to the Discover Cornwall hub in just over 12 months.
Traffic objective for initial campaign period (November 2014 – May 2015) exceeded by over 28%.
The hub has provided an average of over 63,000 additional organic impressions per month.
Over 1,800 social shares across Twitter and Facebook of Discover Cornwall content.
Over 95,000 video plays across the six videos featured on the Discover Cornwall hub.
Improved organic visibility for a variety of Cornwall-related queries. Particularly successful areas include guides created about food and drink in specific Cornish towns, which are gaining considerable traction in organic search.
The creation of an area of the Sykes Cottages website where content can easily and quickly be added, allowing for the hub to be expanded into other topics and locations for further campaigns.
“We’re really impressed with the work Fresh Egg has done on Discover Cornwall – from creating the hub and the extensive search intent and competitor research that has gone into each piece of content, to commissioning the fantastic videos and carrying out promotion of the content. The hub has shown great value for the Sykes Cottages brand in the last 12 months, with us now visible for a number of Cornwall-related searches and we know this will continue to have long term benefits for us.”Tom Lowes