Journey Further, the Clarity at Speed global digital agency, is delighted to share that we have been named a finalist for the US Search Awards‘ Best Use of PR in a Search Campaign. This recognition is a testament to our incredible values-driven team. 

About the Journey

Journey Further is a global ‘Clarity at Speed’ digital media agency with offices in London, New York City, Manchester, and Leeds (HQ). Driven to cut through the marketing chaos, the agency delivers truth and performance that outpace consumer change. Since its founding in 2017, Journey Further embodies a high-performance, pioneering culture, combining top talent, useful technology, and a client-first approach to empower brands to shatter growth ceilings and lead the change.

Our award-winning work with Inspired Taste 

Inspired Taste, online food blogging company, was falling behind competitors in search rankings and website traffic figures. Despite following content best practices (EEAT), they were constantly outranked and needed a new strategy. Inspired Taste aimed to increase SEO rankings and brand awareness, as well as its email, Instagram, and TikTok communities. We needed a campaign to engage both consumers (home cooks) and media outlets. 

We undertook search research using our proprietary technology, Salient, to leverage Natural Language Understanding (NLU) and uncover the relevant keywords to gain authoritative backlinks. Through this, we identified ‘desserts’ as a priority category for digital PR activities. We then created an attention-worthy campaign to trigger trust signals to improve Inspired Taste’s search engine rankings for key dessert terms. 

We created a job advertisement for ‘dessert testers’—keen bakers with social media followings and sweet tooths. We created the ads and a launch video on SEO-optimized landing pages to drive traffic and shared on social channels. We strategically encouraged applicants to submit a video for their application, ensuring a wave of user-generated content from many of the 6,200 applicants. We pitched to journalists to spark excitement about a ‘dream job’: an Inspired Taste dessert recipe tester. Headlines such as ‘Need $2K? Get paid to bake desserts at home’ grabbed attention and skyrocketed our viral campaign results. 

We also tapped into Inspired Taste’s audience of home cooks to inspire them to share organically on social media, adding further authentic engagement. Overall, this created a viral wave of brand awareness, social media engagement and media attention – causing a successful brand halo effect.

Within 3 months, Journey Further generated:

10.7 million impressions across all channels 

79.2%+ topical relevance for target SEO search queries 

440 improved SEO positions across 22 target keywords

3,596 new email subscribers 

4% Instagram follower growth (884K to 920K)

3% TikTok follower growth (130.1K to 134.2K)

162 Relevancy score increase for key dessert topics 

Adam Gallagher, co-founder of Inspired Taste: “Journey Further’s creativity and strategy exceeded our expectations, generating significant buzz, fostering reader excitement, and strengthening brand loyalty.”

Beth Nunnington, VP of Global Digital PR, added: “We wanted to create a campaign that would engage with Inspired Taste’s community while simultaneously driving organic growth. We had great fun creating this campaign and loved seeing all the entries, we had fantastic feedback from the journalists too!”

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