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Case Study: Continuous Digital PR Campaigns

HelloFresh

Case Study: Kontinuierliche Digital-PR-Kampagnen

How HelloFresh increases its own visibility on the web through continuous Digital PR measures

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Quadrate

How HelloFresh increases visibility and brand awareness on the web through regular Digital PR projects.

HelloFresh is the world’s leading provider of meal kits, headquartered in Berlin. To reach as many people as possible, the company has set itself the goal of increasing its own brand awareness and relevant SEO KPIs.

HelloFresh naturally relies on a broad digital presence in a competitive environment of online food ordering. The market leader for meal kits uses all disciplines of digital marketing, including paid channels such as influencer marketing, paid advertising, and SEA (Search Engine Advertising). Not only as part of the digital marketing mix, it is essential nowadays to build reach organically as well. If this succeeds, it is possible to get traffic to your own site through your own brand or exciting content, which may even convert, without constantly spending new financial resources. As part of the

holistic PR strategy the company has decided to focus on Digital PR to permanently increase its own awareness. But how can this be achieved? We’ll show you!

Client

HelloFresh

Website

www.hellofresh.de

Industry

Food & Beverages

Services

  • Digital PR Campaign

  • Landing Page Creation

  • Seeding

The challenge

As an online company, HelloFresh already has a strong online presence. As one of the first German “unicorns,” the Berlin-based company is well-known to media professionals and consumers alike. Various content can already be found on the hellofresh.de domain, including a classic blog and recipe pages. However, to strengthen transactional keywords like “meal kit” with our campaigns, we chose the directory hellofresh.de/essensbox for our campaigns. The directory already had some good rankings for important keywords with purchase intent. Within this directory, the challenge was to create exciting and ad-free content that gains links and attention, which in turn strengthen the entire directory and thus also transactional keywords.

The solution

  • Building a campaign hub in the directory hellofresh.de/essensbox

  • Continuous high-frequency digital PR campaigns (approximately 8 per year)

  • Creation of new landing pages within the directory, ongoing updates

  • Building authority and establishing HelloFresh as a recognized source for food-related rankings, surveys, and more

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The implementation

The trusted collaboration between Claneo and HelloFresh has been ongoing for 4 years now. In addition to content creation and off-page optimization as a foundation, the particularly successful digital PR strategy has proven effective. Starting with initial small test projects in 2020, we’ve already implemented dozens of campaigns focusing on the DACH market and France. In this process, we identified the directory hellofresh.com/meal-kit as a suitable location for our campaigns. The directory already had relevant keywords in the rankings that needed to be solidified, e.g., “order meal kit”. By publishing digital PR campaigns in this directory, the goal is to gain backlinks that sustainably strengthen the entire directory. The campaign landing pages themselves are kept as ad-free as possible to be considered as link targets for media professionals. The incoming link power is skillfully distributed through internal linking and ultimately strengthens the entire directory, including highly transactional pages and keywords.

The results

The results are impressive across all levels. It’s evident that regularly publishing exciting studies and surveys can help increase a brand’s authority. This is particularly true when it comes to media professionals, some of whom even actively inquire about new digital PR campaigns for their stories. The successes achieved so far are as follows (as of March 2024):

29

Campaigns of varying scope

> 910

Clippings

ca. 31

Clippings per campaign

> 99

Social Media Mentions plus several mentions in Radio & TV

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Developments in Detail

Our campaign directory has shown a significant increase in traffic, meaning the number of actual clicks through Google Search, over the last 16 months (Source: Google Search Console)

Development of organic clicks for hellofresh.de/essensbox

The directory hellofresh.de/essensbox was able to build up many relevant, transactional keywords and establish them in position 1. This was also achieved through strong off-page signals from digital PR campaigns.

Building transactional keywords

Through continuous content creation and the regular acquisition of strong trust signals via digital PR campaigns, several important keywords were developed over time and improved to appear on the first page of Google search results.

Development of transactional keywords


The campaign is known from

About HelloFresh

HelloFresh is the world’s leading provider of meal kits. The company’s goal is to find new solutions for how people can eat simply and healthily. They also ensure that customers save money with every meal while receiving high-quality ingredients. This way, everyone can enjoy balanced and delicious dishes while reducing food waste.

Conclusion

Both in terms of KPIs and in our daily work with HelloFresh, we’re enjoying the fruits of our years-long collaboration. Agreements and feedback loops have been reduced to a minimum, while mutual trust and experience greatly accelerate production processes. It’s particularly exciting that media professionals from high-reach portals have recognized HelloFresh as a valid source for easily digestible stories – we regularly receive proactive requests for new comparisons and surveys. At the same time, developments show that important rankings in search engines have been built, strengthened, and expanded – including long-term benefits. Digital PR projects can work as “one-hit wonders,” but it’s the continuous publication of exciting data that anchors a brand in people’s minds and boosts important online marketing KPIs sustainably and organically. This way, PR, SEO, and an entire brand equally benefit from digital PR campaigns.


Sounds good?
Then let’s talk about your project.

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