Ahead of the highly anticipated release of the latest James Bond film ‘Spectre’, we implemented a content marketing campaign for a luxury pawnbroker client who was looking to raise brand awareness in light of some recent PR coverage. Through some persistent blogger outreach targeting key influencers, we were able to seed our content effectively by targeting influencers who saw real value in our content offering.
We were tasked with raising the awareness of New Bond Street Pawnbrokers by leveraging the success of ‘Spectre’ during its release. We created a fun infographic series entitled ‘Bond on Bond Street,’ featuring iconic villains and memorable cars from the much loved franchise and were given the goal of achieving three relevant links.
As with all outreach strategies, we had a definitive batch of prospects in mind and ensured a thorough influencer analysis was completed ahead of the subsequent list build. Due to the nature of the content as a series, we were able to perform targeted blogger outreach submitting each themed infographic to over 150 different prospects ranging from men’s lifestyle to film.
Similarly to previous campaigns, the initial response rate to the infographics was slow and the majority of bloggers were expecting to be incentivised with payment. We were also mindful that with every passing week, the film was losing topicality so it was crucial to send regular follow ups to ensure the infographics was at the forefront of the blogger’s mind. Adding to this many of our prospects were being bombarded with plenty of poor quality Bond themed content, so we had to ensure our infographics were strong enough to cut through the noise.
Following a pretty aggressive outreach campaign, we managed to secure favourable PR coverage on the founder of New Bond Street Pawnbrokers in a leading luxury lifestyle magazine. Although they didn’t actually publish the infographic as they felt it was unsuitable for their audience, our client was thrilled to be featured in their magazine as ultimately the goal of the campaign was to raise brand awareness in the first instance. With feedback from one blogger suggesting an infographic based on the literary Bond instead of the film’s Bond; we quickly went to work creating a bespoke infographic for his website featuring popular brands mentioned in the Bond novels with editorial input from the blogger himself. He was so pleased at the fast turnaround he published the infographic overnight as well as syndicating it across all his social channels. We then noticed another opportunity to reach out to the brands featured in this literary infographic, notably Haig Whisky. By contacting a key whisky influencer who was coincidentally looking for guest posts on his site, we were able to seed an article about Bond’s love of Haig Whisky, resulting in a further link for the client. Weeks after securing the links and press coverage, we noticed a small spike in new visits to the New Bond Street website as well as a significant increase in enquires to the business, credited in part to the PR coverage in the luxury lifestyle magazine.
A key learning for both the outreach and content team was to work together much more autonomously to ensure the content produced had strong link building potential. Although the infographics were generally well received during outreach, the consensus from some bloggers was that further research on the Bond franchise could have been done to uncover something new to share with their readers. Then also came the issue of co-creation, something often alluded to on the Outreach Marketer blog. Some bloggers really loved the infographics but were uncertain of its relevancy to their website and stated they would’ve liked to be consulted at the content production stage to provide editorial input. This highlighted the more significant issue of pre-outreach; had this been done at an earlier stage we would have determined the possibility of co-creation and used insight from bloggers to influence the content we created. Pre-outreach and outreach in general is much easier when you have an existing relationship with the blogger or influencer in question, so it’s vital to cultivate relationships in advance of any outreach.
Ultimately, the main takeaways from the Bond campaign was to ensure influencers were involved at the content ideation stage as their editorial input would see them buy into the content and thus be more likely to publish it on their sites. By performing pre-outreach well ahead of the campaign launch, we would have identified the most relevant information for the infographics and built lasting relationships long before the main outreach process.
About the author: Letitiah Obiri can be found @ and she is an outreach strategist and content marketing specialist who excels in working with brands on creative content marketing strategies and we at GroupHigh can’t get enough of her content.