Almost 75 years ago, an Austrian refugee called Cornelia James set up a business to make & sell gloves in Britain. Building on what she had learned at the College of Art in Vienna, she stitched each pair from the coloured leather she had packed into the one suitcase she’d taken, when she fled the city. Today, Cornelia James gloves are esteemed & sold all over the world.
In 2020 Cornelia James partnered with HeiQ to combine their gloves with anti-viral technology. The silver & vesicle based innovation was designed to promote the rapid breakdown of viruses & microbes upon contact. With the initial release of the product the brand had achieved notable success across the international press, however much of the coverage came in the form of unlinked brand mentions, which meant minimal SEO value was being passed to the CJ domain.
Our initial deliverable was to create a list of all high DR publications that had covered the release but hadn’t provided a backlink along with a separate list of high value legacy press pieces that hadn’t linked to the brand also. We created custom outreach emails, tailored to each publication & identified key decision makers to contact. We requested a backlink to the range as well as the homepage when the publication was open to it.
Some of the unlinked mentions we reclaimed...
Black Friday was approaching & we wanted to win the hearts of the media to drive brand awareness at such a key time in the calendar year. Collectively, we believed there was more mileage in the anti-viral press release & decided to reach out to the Royal Editor at The Telegraph. The seeding was enough to generate a renewed viral interest in the range, with features in Germany, Spain, France, Russia & Azerbaijan.
Point increase in site DR in 8 weeks
Pieces of 70+ DR coverage
Viral piece of press coverage