In such a competitive sector as ecommerce, standing out requires more than just quality products and a user-friendly website – brands need authority, trust and reputation, and Digital PR is a great way to get it.
Ecommerce brands need to be showing up where their customers are living online, which means breathing topics customers care about, creating content that resonates and being a part of trending conversations, all of which can be achieved through great campaign activity.
In this article, we explore some of the best digital PR campaigns of recent times and the ecommerce digital PR tactics that have propelled brands to new heights, by making them found, first and famous.
Why Digital PR Matters for Ecommerce
So why are we harping on about Digital PR strategies for ecommerce brands? Because it drives measurable ROI by driving SEO objectives.
Digital PR is not just about gaining media coverage; it’s a strategic approach that intertwines with SEO, driving more traffic and ultimately sales, for ecommerce brands.
Here’s why it’s indispensable for ecommerce brands:
- Enhances SEO Performance: By securing high-quality backlinks from reputable sources, digital PR boosts search engine rankings, leading to increased organic traffic.It also reinforces the Google E-E-A-T principles of building trust, topic expertise, authority and experience.
- Drives Product Demand: Creative campaigns can spark interest in products, leading to heightened search demand and sales.
- Increases Traffic to Commercial Pages: Effective DPR strategies direct potential customers to product pages, enhancing conversion opportunities.
Types of Digital PR Campaigns That Work
We love championing great creative work when it comes to Digital PR campaigns, and there’s tonnes of brands that are doing great things in this space.
Here are some of our favourites:
1. Data-Driven Campaigns
If you’ve been anywhere near a Digital PR strategist in the past five years, then we’re sure you’ve probably heard them talking about data campaigns.
A data-driven digital PR campaign uses unique or exclusive data as the foundation for a story or piece of content that is designed to attract media attention and backlinks. These campaigns are especially effective for ecommerce brands because they provide journalists with credible, insight-rich content that is anchored in a product whilst also feeling newsworthy and shareable.
The data used can come from a variety of sources, including:
- Internal sales or customer data (e.g. purchase trends, seasonal spikes, customer preferences)
- Survey data gathered via polling platforms
- Public datasets re-analysed or visualised in a new way
Because the content is rooted in real numbers or behavioural trends, it gives the campaign credibility and makes it more appealing to publishers. If the data reveals surprising insights or speaks to something culturally relevant, it’s even more likely to land top-tier media coverage and natural backlinks.
Many successful campaigns also regionalise their data (e.g. breaking it down by city or region), which increases outreach potential across national, local and niche publications.
Digital PR data campaign examples:
Lovehoney’s Sex Map
By analysing internal sales data, Lovehoney created an interactive map showcasing sexual preferences across UK regions. It’s such a simple idea that not only makes use of their exclusive customer data, but also has a personal angle to pique the reader’s interest – as naturally, people want to find out what’s popular in their area. This campaign garnered extensive media coverage and backlinks, helping to enhance their organic visibility.
Preply’s Swearing Cities Study
Language learning platform Preply conducted a study to identify cities with the most profanity usage. Again, it has mapped content based on data, but the simple visuals give readers a way to compare their location to others across the US.
2. Social-First and TikTok Campaigns
TikTok has made it so much easier for PRs to ‘sell in’ campaign content, without hefty production costs.
Social-first digital PR campaigns often centre on timely or trending topics, using short-form video to engage audiences organically.
For ecommerce brands, this can mean amplifying an in-house expert, showcasing how a product solves a problem, or responding to viral moments in your niche. The key is to create content that feels authentic to the platform while offering a valuable or expert-led perspective.
TikTok campaigns can also double as PR assets – journalists often pick up social-first content that ties into broader consumer trends or showcases real human stories.
Digital PR social first campaign example:
Levitex’s Sleep Expert Series:
We worked with Levitex to amplify their in-house expert, Founder and CEO James Leinhardt, to create informative TikTok videos about sleep health. By tapping into viral TikTok trends, we were able to create newsworthy videos for next-to-nothing cost-wise, and then ‘sell in’ the videos to press to generate media citations and links.
@levitex 3 signs you should stop sleeping on your stomach #sleep #sleepposture #sleeptips #stomachsleeper ♬ original sound – Levitex
3. Interactive Tools and Evergreen Assets
Interactive tools used to be the bread and butter of digital PR campaigns, and whilst they’re not as popular now due to long turnaround times and development/production costs, a well-thought out interactive tool can still reap wonders for DPR – and for customer engagement.
Interactive assets are pieces of content hosted on your website that readers can interact with in some way, such as filling in some of their details to reveal personalised stats, filtering content by their location or calculating figures based on what readers input.
This type of campaign includes things like calculators, quizzes, or visual guides that solve a common problem or personalise a user’s experience. They’re ideal for ecommerce brands because they often sit close to conversion points – helping customers make better decisions while driving traffic to commercial pages.
The evergreen nature of these tools means they can continue to generate backlinks and SEO value long after launch.
Examples we love:
Pinrose’s Scent Analyser
This quiz helps users discover fragrances tailored to their preferences, making the shopping experience personalized and engaging. There’s also some great newslines that could be taken from this, such as which is the best perfume for each star sign or age, based on the data readers input.
Secret Linen Store’s Clean Sheets Calculator
Everyone is probably guilty of letting their laundry routine slip every now and again, but Secret Linen Store’s clean sheets calculator assesses whether your laundry routine is really up to scratch based on your lifestyle and behaviours – and how you compare to other people. Not only is it a useful tool for readers, it also offers some great news hooks, such as people not washing their sheets enough.
4. Community-Driven Campaigns
Community-driven campaigns tap into the shared experiences, struggles, or needs of a specific audience. By offering genuinely useful content or support that speaks to a defined group, such as small businesses, parents, or specific lifestyle segments, brands can build long-term loyalty and position themselves as a trusted voice.
Rather than going for mass appeal, these campaigns often aim for depth over breadth. They might include curated toolkits, expert-led advice hubs, or interactive content that solves specific pain points.
What makes these campaigns effective is their authenticity. When you build for a community, you invite engagement and word-of-mouth sharing – creating a feedback loop of content, PR coverage, and audience trust.
Examples of campaigns we love:
TakingCare’s #HaveTheTalk campaign
Okay, so this is one of ours, but we love it! We worked with a personal alarm retailer to tackle the stigma around aging and independence, helping Brits have the talk about elderly care through psychologist-led advice, data, influencer conversations and hosting conversations with real families. With 2 million older people having unmet care needs in the UK, our campaign aimed to break down barriers around conversations about care through emotive videos, social content and PR reports.
Find out more about this healthcare marketing campaign.
MedExpress “Come On You Blues”
We love online pharmacy MedExpress’s campaign to tackle erectile dysfunction through the lens of football culture through the “Come On You Blues” campaign. By blending humour with real talk, the campaign reframed ED as something normal and treatable, using fan-favourite football references to speak directly to men who might otherwise avoid the topic. The creative was seeded across social and sports media, sparking conversation and driving coverage in both mainstream and niche press. It’s a brilliant example of a community-driven digital PR campaign that built awareness, encouraged action, and broke taboos, all while staying deeply relevant to its audience.
Conclusion
The best digital PR campaigns for ecommerce brands are those that combine creativity with strategic objectives. By employing diverse digital PR tactics, ranging from data-driven studies to interactive tools and community engagement, brands can achieve enhanced visibility, improved ecommerce SEO performance, and increased sales.
If you’d like some support with your ecommerce PR strategy, we’d love to talk! Get in touch using the form below.
