National coverage for the I conquered campaign

The Client

Founded in 2004, Powwownow’s core focus was to provide a simple, low-cost conference calling service to enable individuals to work smarter. Since then, they’ve become the leading conference calling provider in the UK.

King of the conference.

Powwownow challenged Edit to create an effective Digital PR campaign which would help them to rank for the core search term of ‘conference call’. This online campaign also needed to complement their traditional PR activities and deliver SEO benefits by driving backlinks to their site.

The conquerors.

Inspired by Powwownow’s  ‘Conquer’ theme we created a campaign that looked at what people have conquered in their lives to get to where they are today in their respective industries. The campaign focused on leaders across a variety of sectors, including business, sport, and media.

Getting the right mix.

We approached a mix of advocates, from celebrities to CEOs, which enabled us to reach out to a wide variety of media outlets with the content, including LGBT publications, national, regional, and student media.

Once we secured the advocates for each sector, we housed a write up of their stories on a dedicated page onsite, which we could drive backlinks to.

League of their own.

Of the interviews that took place, the exclusive with Rugby League player Keegan Hirst was particularly successful and has achieved over 3,000 shares. This drew a lot of media interest, as he is one of the first active rugby league players to come out as gay and his story complemented the theme of our campaign perfectly.

The results

The campaign achieved 21 links within national, regional, LGBT, and student publications including; The Guardian, The Independent, Gay Times, and The National Student.