XCellr8 is a GLP-accredited laboratory committed to animal-free safety and efficacy tests for the cosmetics, personal case and chemical industries. Its clients include high street retail brands, large ingredient manufacturers and fast-growth SMEs.
The strategy we deployed to maximise media coverage and appearance in online search focused on:
The XCellR8 campaign included two phases of media relations activity:
We identified and approached target media in the cosmetics and chemicals sector plus science correspondents on the national media. Our work in targeting the national media made a breakthrough with the Press Association’s science correspondent, who took up the story and ensured its distribution to national and regional media news desks.
48 separate pieces of media coverage across industry-specific, national and regional media.
Media visibility and association with key online search terms:
Between January 2016 and before Metamorphic PR launched the first phase of the media relations campaign in September 2016, XCellR8 was in 91st position in Google organic search for the term “non-animal testing”
During the media relations campaign in the week commencing 12 September 2016, XCellR8 appeared in Google search positions 1, 2, 4, 11 and 13 for the same term. Following the second phase of the media relations campaign in November 2016, XCellR8 appeared in Google search position 2 in search for non-animal testing.