How Figment secured 16 published media opportunities through digital marketing expert PR
Figment
Digital marketing and business expert PR
Figment worked with Fair Public Relations on a three-month expert PR campaign designed primarily to increase the agency's online visibility.
The campaign positioned Co-Director Emma Grant and Managing Director Steve Grant as credible media experts across digital marketing, online visibility, business growth, technology, branding and wider commercial topics.
Across the supplied campaign records, Figment secured 16 published media opportunities across 13 publication titles, including Daily Mail, Stylist, Retail Week, IT Pro, InformationWeek, ICAEW Insights, HR Grapevine and Creative Bloq.
The client
Figment is a UK digital agency helping businesses improve their online presence and attract customers through digital marketing.
The PR campaign drew on the complementary experience of two senior members of the business.
Emma Grant, Co-Director, has more than a decade of leadership experience in digital marketing alongside a background in international marketing. Her expertise includes digital strategy, small business growth, brand positioning, online visibility, content planning, marketing leadership and client experience.
Steve Grant, Managing Director and a founder of Figment, has more than 15 years of experience advising businesses on digital marketing and online growth. A former Apple consultant with a first-class degree in Multimedia Technology and Design, his areas of expertise include digital marketing, online strategy, lead generation, content marketing, websites, branding and artificial intelligence.
Together, they gave the campaign a broad base of genuine business, marketing and technology expertise.
The objective
Figment's primary objective was to increase its online visibility.
As a digital agency operating in a competitive market, simply promoting Figment's own services would have created a relatively narrow range of editorial opportunities.
The stronger opportunity was to use Emma and Steve's experience to make them useful sources for journalists covering marketing, technology, small business, leadership and online consumer behaviour.
This allowed Figment to appear in editorial conversations that were relevant to the agency's expertise while building wider visibility for the business and the people behind it.
The strategy
Fair PR developed expert positioning around the subjects where Emma and Steve could contribute credible first-hand insight.
The campaign covered areas including:
digital marketing
search engine optimisation
artificial intelligence
branding
online visibility
small business growth
marketing metrics
websites and content
business leadership
ecommerce
technology strategy
consumer behaviour
Rather than positioning both experts identically, opportunities could be matched to the person whose background was most relevant to the journalist's question.
This gave the campaign greater flexibility and allowed Figment to participate in stories spanning national consumer media, marketing publications, technology titles, retail media and business press.
Building visibility across different media
The campaign generated coverage across a particularly broad mix of publication types.
Consumer-facing opportunities included Daily Mail and Stylist, while Figment's digital and technology expertise resulted in appearances with publications including IT Pro, InformationWeek and Creative Bloq.
Business and professional coverage included ICAEW Insights, HR Grapevine, Retail Week and the Chartered Institute of Marketing.
The subjects were equally varied.
Published opportunities included commentary on AI search, Meta's AI strategy, SEO and content strategy, digital marketing metrics, online trends, organisational growth, brand visibility and broader business issues.
That breadth helped prevent Figment's media positioning from becoming limited to a single digital marketing topic.
The outcome
Across the supplied campaign records, Figment secured 16 published media opportunities across 13 publication titles.
The coverage demonstrated that Emma and Steve could contribute beyond conventional agency marketing commentary, with opportunities spanning technology, retail, HR, finance, design, consumer behaviour and wider business strategy.
For Figment, the campaign provided an additional route to online visibility by placing its senior team within relevant editorial conversations rather than relying solely on the agency promoting itself.
The results
| Result | Details |
|---|---|
| Campaign | Figment |
| Campaign length | 3 months |
| Experts | Emma Grant, Co-Director, and Steve Grant, Managing Director |
| Primary objective | Increase Figment's online visibility through earned media |
| PR approach | Expert commentary, digital marketing PR, business commentary and reactive journalist opportunities |
| Published media opportunities | 16 across the supplied campaign records |
| Publication titles | 13 |
| Selected publications | Daily Mail, Stylist, Retail Week, IT Pro, InformationWeek, ICAEW Insights, HR Grapevine and Creative Bloq |
| Campaign focus | Digital marketing, online visibility, SEO, artificial intelligence, branding, business growth, technology and marketing strategy |
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Fair Public Relations helps agencies, consultancies and other expertise-led businesses build visibility through journalist-led PR, expert commentary and thought leadership.
If your senior team has credible expertise and useful insight to contribute to the media, we can help turn that knowledge into relevant editorial opportunities.
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