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Running Imp: The King’s Coronation

Having worked alongside Running Imp since 2021, we were excited to support their King’s Coronation campaign.

 

The objective was clear, utilise SEO and refined content strategy to build awareness for their new ‘King’s Coronation’ product range.

 

Inspired by the previous success of the 2022 Jubilee campaign, our SEO team took a data-driven approach and deep understanding of the Running Imp audience to deliver a strategic content campaign, focused on increasing search engine visibility, driving more traffic to their website and ultimately boosting revenue.

 

Find out how our award-nominated strategy helped them.

Services used for this project:
0 %

Increase in Revenue from Coronation Products

0 %

Increase in Organic Sessions on Coronation pages

0 %

Increase in Coronation Product Sales

The Challenge

Our challenge was to significantly boost Running Imp’s Coronation product range visibility and to ensure that our targets were clear and measurable, we set the following KPI’s:

 

  • Increase ‘Coronation’ pageviews by 10% MoM between Feb 2023 and April 2023
  • Baseline was 5,467 pageviews in January 2023

 

  • Increase Organic sessions to the ‘Coronation’ landing page by over 25% from Feb 2023 to April 2023
  • Baseline was 1,250 sessions in January 2023

 

CHALLENGE ACCEPTED.

Our Strategy: Content is King

To achieve these goals, we implemented a comprehensive content schedule built around high-intent keywords related to the King’s Coronation. By first creating a dedicated ‘Coronation 2023’ category for the Running Imp site, we established a centralised hub for all coronation-related products, creating a seamless user experience and improving site navigation.

Alongside the Coronation product range, this new area of the site would also feature a dedicated blog section for us to implement our SEO optimised website content and further support visibility.

Before crafting our content, we conducted comprehensive keyword research to identify search terms with high search volume and low competition. This data-driven approach ensured that we targeted keywords that would drive quality traffic, boost keyword rankings and speak directly to Running Imp’s target audience, which were:

  • School staff who were 30yrs+ including teachers and volunteers that will be planning a coronation celebration at their school. 
  • Community leaders, 40-50yrs including local council members, church delegates or organisers of a street party.
  • Charity volunteers & representatives, people that aimed to raise funds through a coronation themed event.

Using internal links throughout blogs and new pages, we were able to link to categories and products to demonstrate that Running Imp had everything needed to host memorable celebrations.

The Result

Looking back at the KPIs set, we were delighted to see that our campaign had yielded results that far exceeded our initial goals.

Here are the results we achieved:

Increase ‘Coronation’ pageviews collectively by 10% MoM for Feb 2023 to April 2023

Pageviews increased overall from the baseline in Jan 2023 (5,467) by 181%(April 2023)

  • Jan to Feb – pageviews increased by 53% (5,467 to 8,366)
  • Feb to March – pageviews increased by 58% (8,366 to 13,252)
  • March to April – pageviews increased by 16% (13,252 to 15,383)

The Result: A Royal Return

Increase Organic sessions to the ‘Coronation’ landing pages by over 25% from Feb 2023 to April 2023

  • Organic sessions increased by 162% from 1,250 sessions to 3,280 sessions

  • Increased Coronation product pageviews

  • Increased sessions for Coronation themed pages

  • Uploaded new content in the form of blogs & category pages

  • Increased sales & revenue

  • Vastly increased the brand awareness of Running Imp as an event supplier

  • All results driven through organic means with no paid advertising

Our SEO strategy for Running Imp’s Coronation campaign proved to be a resounding success. By leveraging keyword research, content creation and strategic website optimisation, we significantly increased organic traffic and brand awareness.

The long-term impact of this SEO campaign extends beyond the initial increase in traffic. By creating valuable, informative content optimised for relevant keywords, we’ve established Running Imp’s website as a trusted resource for coronation-related products and event planning, continuing to generate leads and sales well into the future.

This campaign shows the huge impact we were able to have on our clients online visibility and brand awareness without large advertising budgets as all results were driven organically.

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Our team are creative, talented and brimming with passion. We’re able to achieve results like this because we take the time to get to know your goals, problems and customers, allowing us to take a strategic approach to helping your business.

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