Technology retailer (and fellow Brummies!) Box needed support with their Digital PR strategy at a vital time of the year: Black Friday. They also required ongoing support with their social media advertising.

The Brief

Box wanted to make a splash during Black Friday 2019, increasing sales revenue compared to Black Friday 2018. The company felt that a Digital PR campaign promoting specific product deals would help to achieve this and additionally help to build brand awareness.

Box also required ongoing social media advertising support, to help raise the ROI on Facebook and Instagram advertising, whilst creating a strong funnel to increase conversion.

Play3r Coverage
PC Gamer Coverage


To drive links from our PR campaign, we started by building relationships with technology journalists (jellybeans definitely help with this!) and informing them of Box’s Black Friday deals. This allowed us to have coverage secured prior to the big day. We could then spend the Black Friday weekend contacting publications which had featured offers that weren’t as good as those from Box, to nail some addition, last minute coverage for the client. The entire campaign was completed within a two week period.

From a social media perspective, we devised a funnel that incorporated prospecting, competitor targeting and retargeting, with a range of ad styles (including collection and story ads). This was coupled with tight audiences for each product category, creating multiple funnels.

The Results

We were able to secure coverage on a number of leading technology publications including: TechRadar, PCGamer, T3, GamesRadar, Rock Paper Shotgun, Gaming Spies and 1st Gamers. We also secured local coverage to assist with local brand awareness.

Over 10,000 visits were tracked in Google Analytics from publications which links were gained on during the Black Friday week, generating more than double the revenue they had achieved in previous time periods.

Our social media ad campaigns have generated an average monthly combined ROI of 72:1, with follower increases of 15% on Instagram within three months.

  • 25+ Pieces Of Coverage
  • 54:1 Digital PR ROI
  • 72:1 Average Social Media ROI
  • 15% Follower Growth

“The Sweet Digital team have helped to increase our social advertising ROI in a short space of time. They’re always on hand to support our team and devise new initiatives for overall growth: from events to competitions and PR blasts”.

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