Case Studies

WorldPay Zinc

Project type: PR - story creation

Project goals: Increase consumer awareness and trust of WorldPay Zinc and generate links to the WorldPay Zinc website.

What we did: We brainstormed, researched and designed a survey, report and infographic on gender stereotypes in certain industries. We then used these assets to pitch to relevant national, regional and trade media. We also worked with a case study (Gas Girl) who has faced stereotyping at work, to highlight the issues faced by people in certain jobs.

The results: The story generated almost 2500 social shares, more than 500 comments and more than 50 linking root domains.

Overall, the Gender stereotypes in the workplace campaign generated more than 60 pieces of coverage including:
  • 7 pieces of national online coverage (Telegraph x3, Guardian, MSN, Yahoo) 
  • 3 pieces of National Print coverage (Daily Mail, Metro, Telegraph) 
  • 1 TV appearence (discussion on ITV’s ‘Lorraine’) 
  • 1 National Radio appearance (BBC Radio 2) 
  • 38 pieces of online, regional coverage 
  • 13 pieces of online, trade coverage. Including women’s lifestyle, beauty, business and HR.

We were very happy. I was anticipating some great coverage but this was about 3 times as much as I was hoping for!

Alastair Douglas, WorldPay Zinc.


Project type: Technical Consulting

Project goal: Improve organic search rankings and traffic for using simple, actionable technical improvements.

What we did: Operating within a very specific scope, we conducted a technical audit and created a prioritsed list of technical improvements for We also included guidance on how to implement these improvements including step-by-step processes and detailed explanations.

The results: For the primary target keyword "wordpress themes", the page moved from page 4 on Google to position 3. Other related keywords also improved rankings and led to a traffic increase for

Simply Business

Project Type: Consulting, Creative Content and Outreach

Project Goal: Increase organic traffic to the domain along with number of links, social shares and conversions.

What we did: We created content that would establish Simply Business as the "champion" of small businesses. This content included many interactive guides on topics such as The Small Business Guide to Google Analytics, The Small Business Guide to Twitter and The Small Business Guide to Google+.

The results: 

  • Organic traffic increased by 45%
  • Significant increase in revenue from organic traffic
  • 912 (and counting) linking root domains to the website
  • Increased rankings for head terms such as public liability insurance and professional indemnity insurance
  • 32% increase in Twitter following
  • 39% increase in Facebook fans 

[Our relationship with Distilled] is like a real life relationship: you dare to disagree and to argue with each other but you agree on the core values of your relationship. It has delivered consistent results without our campaigns being classified as expected or traditional.

Jasper Martens, Simply Business

South African Hotels

Project Type:
Conversion Rate Optimization

Project Goal: Increase number of sales by improving the hotel booking process.

What we did: Using a few pieces of software, we recorded a range of visitors to the website and noted how they were using the booking system. A few trends started to appear that highlighted a problem with the quick quote option. We formed a hypothesis that removing this option would make the booking process easier. We then split tested this hypothesis and found that conversion rate improved drastically for visitors who didn't have the quick quote option.

The results: 
  • 70% increase in sales
  • 290% increase in number of people starting the booking process

This campaign has brought massive uplift in sales and booking conversions on site, thanks to Craig's considered approach to simplifying our checkout process and working to understand our buyers needs from the site. We couldn't be happier with the work and the relationship we've built up with Distilled through this project! They just continue to deliver...

Ryan Mackie, Owner, South African Hotels


Project Type: Technical consulting, Content Strategy, Onsite Consulting, Hiring Consulting

Project Goal: Grovo is a venture-backed technology startup who needed to see traction in the education technology space online. The goal of the project was to increase organic traffic and begin a content strategy, working with the team, to see conversions from search. 

What we did: Distilled's consultant worked onsite weekly with the Grovo team to diagnose and implement technical issues, plan and ship content to the blog and other parts of the Internet (such as their Facebook page), and leverage PR for outreach efforts.

The results: 
  • 243% increase in organic search traffic
  • 303% increase in organic search traffic to the Grovo blog 

eBay Classifieds 

Project type: Content creation and link building

Project goal:
Increase number of links to the eBay Classifieds domain as well as the number of visitors to the blog.

What we did: We brainstormed, researched and designed an infographic based on the state of the jobs market in the United States. Once the content was created, we carried out outreach to bloggers and journalists to get coverage for the content.

The results:
  • Over 5,800 page views within first two weeks
  • Over 100 links to the blog post within first two weeks 

 Simply Business

Project type: Digital PR

Project goals: Increase brand authority for Simply Business, position them as expects in the small business community and generate links to a creative asset, as well as the Simply Business homepage.

What we did: We brainstormed, researched and designed an interactive flowchart for small businesses looking to harness the value of Twitter. We then used the resource to pitch to relevant media in the business space. We complemented traditional PR efforts with a blogger outreach campaign, in which we offered guest posts to relevant bloggers.

The results: Overall, The Small Business guide to Twitter campaign generated more than 30 pieces of coverage, including:
The campaign generated 3200+ pageviews within one month of being published, and more than 400 direct Facebook shares. Additional social shares resulted from coverage on sites like Social Media Today (which generated an additional 400+ tweets) and VentureBeat (200+ tweets).

Simply Business won a prestigious 'Marketing campaign of the year' award at the UK Broker awards 2012. The campaign was Distilled's idea and it has given us a massive uplift in traffic and customers. Thanks to their advice and input, I now work with a 5 strong internal content team, the result of Distilled's advice to invest more in inbound marketing.

Jasper Martens, Head of Marketing and Communications, Simply Business.


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