Link building campaign for Anderson Moores Veterinary Specialists
The objective was to raise awareness of Alabama Rot among pet owners and veterinary professionals via a new microsite, launched ahead of the ‘season’ for the disease from October to March.
We had to deliver the campaign within our monthly retainer, with no additional budget.
We developed a multi-platform campaign to target print, online media, broadcast, trade media and national press.
The aim was to launch the microsite to B2C and B2B audiences, establishing AMVS and veterinary specialist David Walker as the UK’s leading authority on the disease.
The campaign set out to raise awareness of Alabama Rot among dog owners, particularly in disease hotspots, driving traffic from veterinary and general populations to the website.
Sensitivity was required to identify ‘heart-rending’ case studies to capture the attention of B2C audiences, while B2B-specific press releases were created along key points of interest for the veterinary community.
We achieved 459 pieces of earned media coverage, with 221 backlinks to the new microsite. The microsite’s domain authority grew from DA 1 in September 2021 to DA 30 by February 2022.
The campaign generated media requests for interviews with David Walker from key titles, including an appearance on key trade title Vet Times’ podcast.
Our B2C press releases were covered by regional, national and broadcast press, while we achieved backlinks from:
- ITV (DA 90)
- British Veterinary Association (DA 61)
- Countryfile (DA 57)
The campaign also generated 95,950 social media impressions, 9,095 engagements, 740 shares on organic posts and 3,031 link clicks from social.
Our PR campaign reduced the spread of the disease and saved pets’ lives in outbreak hotspots.
We achieved regional coverage in every area of UK and raised awareness of disease symptoms and treatment options on a national level.
The campaign was also recognised at a key PR industry award ceremony: