SWOON
Digital PR - Achieving The Luxury Look For Less
Background
A leading voice in furniture design, Swoon is renowned for its unique and stylish look within the interior space. With an ambition to spark home obsession everywhere, it creates distinctive designs that consumers invest in and want to keep forever.
Tribera ran its digital PR on a retained basis, servicing always on proactive and reactive ideation, outreach, onsite content drafting, optimisation, and influencer activity.
Our main aim was brand awareness, but with this campaign specifically, we set out to reignite the ‘home obsession’ spark post-pandemic, and in the midst of a cost-of-living crisis.
OUR approach
Swoon, known for its stylish and design-led furniture, was suddenly seen as a luxury splurge amid the cost-of-living crisis in late 2021. With household budgets tightening and consumer confidence dipping, furniture sales dropped industry-wide by up to 20%. Swoon needed to reposition itself as an accessible solution - showing customers that high-quality design didn’t have to come with a high price tag.
Agency Solution
To reposition Swoon for cost-conscious consumers, we delivered a digital PR campaign built on real-time insight, editorial value, and consumer relatability.
1. Research-led ideation
Using Google Trends, Semrush, and BuzzSumo, we identified what audiences were searching for – from budget DIY tips to trending home aesthetics – ensuring every idea aligned with consumer sentiment and SEO opportunity.
2. Audience-centric content
We developed three editorial angles offering style without the splurge:
- Affordable summer space upgrades
- Love Island-inspired interiors on a budget
- Luxury-look design hacks for less
3. Targeted, timely outreach
We pitched lifestyle, interiors, and money-saving media, and reacted to breaking news and journalist requests to maximise coverage opportunities.
4. Trend & cultural alignment
By tapping into cultural hooks like Love Island’s return, we kept Swoon’s content timely, relevant, and shareable.
The result: Swoon was reframed as the go-to for affordable home transformation, proving great interiors don’t need a great expense.
RESULTS
During a three-month period (April–June 2022), our digital PR campaign successfully positioned Swoon as a leading voice in furniture design. Through proactive media outreach and the creation of timely, trend-led content, we secured 473 brand mentions in top-tier national, lifestyle, and interiors publications and generated 7,978 high-quality backlinks - far exceeding the initial targets.
Our efforts resulted in a 17% increase in Swoon’s share of voice, and significant improvements in search rankings for 122 category pages. We even had journalists reaching out to us for additional expert quotes.
“A very hard working team who go over and above to deliver. We've received some great coverage in national titles and by working closely with our SEO agency, they are able to diversify their strategy to help support organic growth online”
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