Leveraging A Universal Frustration For Links
How our flat-pack furniture fails helped us build 75+ links for a leading ecommerce brand
the client
HotUKDeals: A leading UK-based platform where users share and discover deals, discounts, and money-saving tips across retail, tech, home goods, and lifestyle products.
The Brief
To boost HotUKDeals’ organic visibility by earning authoritative backlinks and increasing the shareability of its content, on key deal related products to drive authority, traffic and revenue.
The objective was to strengthen the site's domain authority and drive more organic traffic by tapping into a topic that resonates with a wide audience.
The Strategy
Flat-pack furniture is a budget-friendly staple of every home improvement project, but the assembly process - often filled with confusing instructions and misplaced screws - is a common point of frustration.
By tapping into this universal truth, we saw an opportunity to create a campaign that humorously captured the stress of flat-pack assembly while positioning HotUKDeals as a relatable resource for affordable home solutions, including deals on assembly tools and pre-built alternatives.
the campaign.
We invited people to assemble a selection of some of the most popular flat-pack furniture items from major retailers.
By tracking changes in both their heart rate and heart rate variance, we were able to measure the physical stress that the activity had put on their bodies.
For added pressure, we also gave participants a time limit for completing each build.
The result was “DIWhy: The Flat-Pack Stress Index”, a data-driven and humorous campaign that ranked the most stressful flat-pack furniture items to assemble, based on real user experiences.
THE RESULTS.
Our “The Flat-Pack Stress Index” campaign turned a common household frustration into a compelling, link-worthy narrative that built high-quality links and generated significant buzz.
By combining hard data with a touch of humour, we not only addressed a universally relatable challenge but also reinforced HotUKDeals’ position as a go-to resource for affordable lifestyle solutions.
This campaign exemplifies how creative, user-focused campaigns can drive success and build online authority.
CAMPAIGN FEATURED IN
let’s talk.
Ready to supercharge your PR and offsite SEO with results driven innovation?
Great! Drop us a message and let’s see how we can help you elevate your brand and search results.