O2 had seen its iPhone 12 organic rankings on Google drop and, as a result, its sales decrease significantly. The iPhone 13 had launched and was performing well, but we saw significant opportunity to tap into buyers looking for a more affordable option by capturing more exposure for O2 for this product.

This formed the basis of our iPhone 12 Wellness campaign. We started by optimising the iPhone 12 landing page and capitalising on unused linking opportunities from other pages on the O2 site using the 'iPhone 12' anchor text.

At the same time, we worked with 16 bloggers to create unique and engaging content around the different ways people use their iPhone 12s for maintaining physical, mental and social wellness. This content provided effective publicity not only for O2 and the iPhone 12. It also generated high-authority backlinks to O2's iPhone 12 landing page, boosting the page's authority and ability to rank on Google.

The results of this content and outreach campaign were exceptional. We achieved position 3 on Google SERPs for 'iPhone 12' searches, beaten only by Apple. This led to 29% more organic clicks for the iPhone 12 page and a new peak in sales: 86 in a single day. We effectively revived the iPhone 12 for O2.

This work was recognised at the UK Search Awards in 2022 with a Shortlist for Best Use of Search (Retail/Ecommerce).