How We Generated 70K Organic Visitors for a T-Shirt Brand

Struggling to find relevant digital PR opportunities for your business? In this post, we’ll show you how we landed a feature in Yahoo Finance for a t-shirt company.

And we didn’t stop there – for this campaign, we secured 11 links in top-tier publications in fashion, marketing, and finance niches.

Read on to find out how we did it.

Case Study Highlights

• 11 top-tier links built
• Average Organic Traffic: 12.9M
• Average DR: 81.18
• 70K organic visitors gained

The Client Brief

Chummy Tees is a fun, quirky t-shirt shop that has hundreds of custom-printed shirt designs. 

This client offers something for everyone, from baby onesies to limited seasonal offers, which made marketing a challenge.

When your products appeal to everyone, how do you create a marketing strategy that finds the right target market?

We needed to create a digital PR campaign that would boost traffic and brand awareness, helping Chummy Tees compete against giant retail competitors.

Finding Relevant Digital PR Opportunities

Journalist request platforms have hundreds of topics, but t-shirt printing and design were far too niche to achieve tangible results. 

So, we monitored the platforms closely for articles relating to retail, fashion, marketing, eCommerce, and even product placement and pricing.

Josh, the spokesperson for Chummy Tees, has an extensive background in marketing, customer acquisition, and graphic design, so we were able to cast a wider net when pitching journalists. 

The Results

This campaign generated 11 links in top-tier publications with an average DR of 81.18 and an average organic traffic of 12.9M. 

A couple of the most high-profile articles included:

• A report on Dollar Tree prices in Yahoo Finance
• A celebrity fashion press piece in the Daily Star
• A Y2K fashion spread in Best Life Online

In each of the articles, Josh from Chummy Tees is featured as a fashion, product, or marketing expert, which aligns well with his current t-shirt business.

Before the links went live, Chummy Tees received a few thousand visits a day, and growth was slow.

After we ran this digital PR campaign, organic traffic quickly climbed to 70K visitors in just 20 days.  

Most impressively, Chummy Tees now ranks for 5,749 new organic keywords and ranks in the top 10 spots for our targeted keywords.

Case Study Takeaways

If you plan on using journalist outreach platforms to secure links for your website, you need to be creative with your pitches. 

If we had focused on t-shirt printing and sales as a source of expertise, we wouldn’t have secured the links we did.

Instead, we dug deeper into Josh’s background and found more PR opportunities that spoke to his experience and expertise. 

Don’t be afraid to showcase yourself as an expert in articles that don’t specifically align with your offer. 

As long as the subject matter is in the same universe as your offer, it can still help boost brand awareness and traffic to your website.