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Russell Athletic: Relaunch into the UK market with 80s-izer

Raising visibility with an integrated approach including social media and SEO

Brief

We worked on re-energising the re-launch of Russell Athletic brand into the UK and Ireland, after the initial launch by its PR and social CRM incumbent agencies didn’t find traction. Russell Athletic wanted to increase visibility of the 80-izers microsite and the viral marketing creative designed by the agencies to interest potential consumers, driving back traffic to the site and build the UK presence and buzz of the brand.

Approach

We analysed the microsite from comms, search engine optimisation (SEO) and social CRM perspectives culminating in an integrated digital marketing strategy that focused on the content on and off the site. We created meta tags for the main pages of the site and aligned these with the email push, viral marketing and PR activity that was created by the other agencies and the eventual social media assets we set up.

Impact

SEO increased sustained visibility and traffic to the 80-izers microsite in line with blogger relations, media relations, social media and UGC activity. This ensured the content was aligned, targeted and relevant. We successfully connected with bloggers, journalists and site owners achieving competition placements, coverage and reviews for the brand in addition to connecting directly with the target audience.


Tags: Russell Athletic, 80s-izer microsite, 80s-izer, 80s retro, 80s, sports, sports apparel, nostalgia, case study