Brief
To support the 2023, pan-European launch of Dazn’s new betting site and help drive website visits / customer acquisition.
Strategy
A 12-month digital PR campaign that focused on delivering high quality, high authority, organic backlinks to the Dazn Bet website, in order to improve website visibility and key word rankings.
We adopted a talent-led approach, using interviews with former sports stars to earn valuable links on high DA websites such as The Sun, Goal.com and Four Four Two among other websites in the UK, Germany, Italy and Spain.
Over the course of 12 months, we co-ordinated more than a dozen talent interviews with sporting legends including Roberto Di Matteo, Michael Owen, Giancarlo Fisichella and Paul Ince, converting this incredible content into more than 350 online articles, of which 89% contained backlinks to the Dazn Bet site.
Activation
Results
We achieved over 350 pieces of coverage and 311 backlinks (two thirds of which were follow links) to the DAZN Bet website in 12 months, with an average DA of 80.
Organic traffic to the website more than tripled, while the site’s own domain rating rose from 26 to 58.
In February 2023, 850 keywords ranked in the top 100 pages of Google. By April 2024, 10,000 keywords ranked in the top 100 pages of Google.
