UK Search Award Winner 2021: Digital PR, media relations, influencer marketing & tech SEO for ProDog Raw

*Update: We’re thrilled to announce this work was awarded ‘Best Integrated Campaign’ at the 2021 UK Search Awards and are a finalist in the 2022 European Search Awards!

We work with ProDog Raw, the award-winning producer of fresh raw food and supplements for dogs. The Radioactive Group supports the raw dog food brand with digital PR, press office (including product PR), and performance influencer marketing through Radioactive Talent, alongside tech SEO support from our partners.

On the PR side, our work has fetched (ahem) some impressive results – to date we’ve achieved 165 pieces of coverage and 203 links (more than a third of these are follow), with an ahrefs DR improvement from 34 to 40.

What we did:

ProDog Raw is a highly-rated producer of raw dog food, which sells online and through different stockists. At the outset of us working together, the aim has been to build brand awareness as well as earn it links from authoritative sites to improve its search ranking.  

Our team at Radioactive PR and Radioactive Talent (under the Radioactive Group umbrella) supports ProDog Raw with an integrated mix of digital PR, press office and performance marketing.

Our services complement ProDog Raw’s tech SEO support (through our SEO partner) and in-house marketing efforts (such as PPC).

On the digital PR side, we came up with a whole bunch of paw-fect creative campaign ideas that would aim to build links and capture the imagination of the key audience – anyone with a pet dog who cares about its health.

We know that ‘dream job ad’ stories can work wonders in terms of earning authoritative links. Since ProDog Raw creates top quality pooch products, we thought that we could come up with the ultimate product tester job for the dogs themselves! We launched our ‘Get paid £100 to be a canine critic’ campaign, where three dogs would be recruited to test out the brand’s 80:10:10 raw meal range and its owner would take notes about their pet’s behaviour and health while trying the new diet. The story had good pick up, see it featured here by the Daily Star and others

Another digital PR story we ran for ProDog Raw was the ‘Dogs of Instagram Rich List’. One of our hero campaigns at Radioactive PR for another client is our ‘Instagram Rich List’, so we thought a great idea would be to feature doggie ‘furr-fluencers’. This story picked up UK and international coverage, including MSN Brazil

For press office, we support ProDog Raw with product PR, feature pitching, alongside profile building of its founder, Heidi Maskelyne, and pitching out the brand’s own vets and dog experts to offer pet ownership advice content.  

Some example features (taking into we pitched out (that featured some of our client’s doggie experts) included included ‘Foods that could poison your dog at Easter’, ‘Tips for preventing separation anxiety for dogs when returning back to the office’, ‘Warning signs your dog could be dehydrated’, ‘How long different dog breeds should be walked for’ and ‘The simple trick to tell if your dog is dehydrated’.

As well as being quoted as part of some features and news stories, founder Heidi has been featured through comment and profile pieces in the likes of Daily Star (in an article about possible national pet food shortages), alongside profile pieces in Just Entrepreneurs and New Business

We also used newsworthy business activities as another way of promoting our client, such as its sponsorship of Shinga, a Belgian malinois puppy in training with Dogs4Wildlife that will eventually protect endangered rhinos in Zimbabwe. This story got covered by Metro

Simply put, PR results to date have been RAWsome! (We can’t stop; send help.) Combined with the work done on the tech SEO side, we have been able to move ProDog Raw onto page one of Google for its main search term for the first time EVER. 

Results

Outputs:

Outcomes:

  • 203 links – more than a third of which are follow links
  • Referring domains: from 207 to 459
  • Ahrefs DR improvement from 34 to 40
  • DA (Domain Authority) has increased from 19 to 24 
  • Page one of Google for main search term
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