Case study | Dixons Carphone

How Greenlight created an engaging and timely content piece for Dixons Carphone around ‘Back to the Future Day’.

The Client

21st October 2015 was the day that Marty McFly travelled to in the future in the sequel of the cult classic film Back to the Future. Fans of the series had dubbed it ‘Back to the Future Day’ and as the date drew closer, people around the world planned celebrations to commemorate the movie milestone.
As one of the UK’s largest electrical, computing and white goods retailers which offers an array of the latest Smart Tech goods which the film is so famous for, Currys was a natural fit to get involved with the celebrations.

The Objectives

We sought to achieve four core goals:

  • Create an engaging piece of content around ‘Back to the Future Day’
  • Garner high quality links to Currys’ site through timely and targeted outreach
  • Achieve over 5,000 visits to the page within a week of the event
  • Increase visibility and ranking for Smart Tech-related search terms as a result of the high quality link acquisition

The Strategy

  • We developed a content strategy focused on creating an engaging and original infographic for Currys’ TechTalk blog.
    To do this, we identified key themes and products people were talking about and showing interest in around Back to The Future Day. A gap in the market that Currys’ content piece could fill was identified, leading to the creation of a unique and engaging page.

  • Our Design & Build team created an interactive infographic that would stand out from the busy crowd on the day and which would attract high levels of engagement as well as high authority links. We outreached the content piece to relevant publications and influencers to gather quality links to Currys’ site.

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SEO

Results
  • High quality links to the page within six weeks of its launch

  • The average DA the top ten links had

"Greenlight’s creative teams are second-to-none and have produced something truly unique and engaging. This is by far a standout piece of work; from the ideation to creation and delivery"

Amish Mehta, Senior SEO Manager, Dixons Carphone.

AWARDED

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ALL RESULTS

  • 45 HIGH QUALITY LINKS

    We achieved over 45 high quality links to the page within six weeks of its launch.

  • HIGH DOMAIN AUTHORITY LINKS

    We garnered high DA (Domain Authority) links from The Guardian and Yahoo, with the top ten links obtaining an average DA of 80.

  • MULTIPLE LINKS FROM DESIGN SITES

    The content attracted multiple links from design sites such as Onextrapixel, Awwwards, One Page Love and Uproxx in recognition of the strong content visualisation.

  • PAGE HAS ACHIEVED OVER 11,000 UNIQUE VISITS

    We achieved over 8,500 unique visits to the page within a week of ‘Back to the Future Day’, most of which were achieved on the day. To date, the page has achieved 11,000 unique visits.

  • INCREASED OVERALL VISIBILITY BY 6%

    We increased overall visibility for Smart Tech-related keywords in the first two months; visibility for Smart Home-related search terms increased by 11% and Smart Watch terms increased by 10%.

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