Digital PR Case Study: How fatjoe’s Roostys Campaign Ruled The SEO Roost

Egg tips, garden hacks, and grocery data earned Roostys 10 high-tier links and 15 mentions across Yahoo, MSN, HuffPost, and the Express – all from a five-link digital PR campaign order.

TL;DR – The Results

Let’s skip to the good bit – a snapshot of the results we landed:

• Brief: 5 links – Delivered 10 high-tier links + 15 organic mentions (100% over target)
• Featured in Yahoo, MSN, Huffington Post, Express, Wales Online, Delaware Online, and Geographical
  
• Coverage range: DR 69–94
  
• Global reach across US, UK, and EU lifestyle, food, and garden publications
• Backlink profile grew by +17 referring domains during the campaign

Want to know how we did it? We break down the goal, the process, and the impact below.

The Client’s Goal

Roostys is a small, family-run brand for backyard chicken keepers and garden lovers.

The goal was simple but tough:

• Secure five premium-quality earned coverage links in six weeks
• Build awareness beyond its poultry niche
• Position Roostys as a trusted voice in food, garden, and sustainable living

The Approach

Leah and our digital PR team didn’t let their ideas get “cooped up”.

Instead of pushing product, they built broad, journalist-ready stories that crossed lifestyle beats:

1. Data-led stories – grocery cost indexes and food inflation trends that hit national news and timely concerns.
2. Expert tips – fridge storage rules, baking hacks, and garden tricks from Roostys’ resident “eggsperts.”
3. Seasonal relevance – autumn baking and winter garden prep for perfect timing to help journalists fill coverage gaps.

Campaign Ideation

Even for a five-link campaign, the fatjoe team didn’t put all their eggs in one basket.

The team guarantees our minimum link coverage by generating as many stories as it takes to hit the link guarantee – we ideated, wrote, and pitched five separate ideas to ensure maximum coverage:

• Where Each State Spends the Most on Groceries
  
• Egg Expert Explains the Fridge Rule Everyone Gets Wrong
  
• How to Attract Robins and Goldfinches to Your Garden
  
• The $0.30 Victoria Sponge Trick for Lighter Cakes
  
• The Rise of Urban Farming in the UK

Coverage Highlights

Roostys broke into global lifestyle press, including:

Yahoo (US & UK) – grocery and egg expert features (DR 94)

MSN – state grocery-spending analysis (DR 92)

Huffington Post UK – egg storage myth-busting (DR 90)

Express – garden and baking advice (DR 88)

Wales Online and Delaware Online – regional data tie-ins

Geographical – sustainability and urban-farming feature

Total: 10 high-tier links + 15 mentions across outlets with a combined audience in the hundreds of millions.

Why fatjoe’s PR Campaign Process Worked

Human first, product second:

Neither journalists nor readers want to read adverts. We delivered relevant, actionable, and interesting stories that naturally included references to our expert client.

Data-led tips:

Hard numbers meet feel-good hacks, pairing quotable stats, research and insight with shareable and eye-catching “hacks”.

The Impact For Roostys

Most importantly, what did this amazing coverage do for Roostys?

• Doubled link target
  
• +17 new referring domains in 40 days
• Global coverage in 8 countries
  
• Experts now contacted directly for repeat comments and follow-up coverage

The Takeaway

fatjoe’s PR Campaign for Roostys proved that even a niche backyard-brand can dominate mainstream media with smart PR.

By mixing data, lifestyle trends, and expert insight, we turned a five-link brief into 25 total placements — landing features in Yahoo, HuffPost, MSN, and Express, and establishing Roostys as a small business with big-brand visibility.

Want similar results for your own brand? Don’t be a chicken, check out fatjoe’s Digital PR Campaigns today.