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BuyDirect4U Case Study

The rapidly expanding e-commerce brand commissioned Anicca to devise and deliver an integrated PR and Search campaign with the objectives of driving both revenue and brand awareness. In just under two years, the campaign achieved significant results in terms of sales, organic traffic and brand awareness


  •  To increase brand awareness nationally and locally
  •  To drive more visitors to the website through organic search
  •  To increase the volume of online sales

Our solution

Two full 12 month campaigns were implemented using a range of tactics including sampling, press and blogger reviews, press events, photo opportunities, broadcast interviews and reviews.

  • The PR campaign targeted publications, websites and blogs in the home, garden, leisure and businesses sectors
  • News on the new range of brushes created by Bentley Brushware in partnership with the National Trust
  • News on significant investment in new equipment
  • Regular seasonal press releases
  • Where appropriate, links back to the website were requested to aid domain authority and organic presence


  • The messages channelled through the local and national PR campaign reached an audience of 15,074,465 via a host of online and offline media outlets including titles such as the Leicester Mercury print, BBC East Midlands Today and the Loughborough Echo print locally
  • A 900 per cent increase in website traffic locally
  • Organic listings have attracted 66 per cent more visitors than during the previous 12 months
  • The website had 38 referring domains, however as of September 17 2015 this number had grown to 89—testament in part to the coverage achieved through PR
  • Referral traffic saw an 89 per cent increase in sessions, a 119 per cent uplift in transactions and a staggering 158 per cent increase in revenue

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