We were tasked with building a new backlink profile for Mercedes specialist Dronsfields that would boost awareness and natural search traffic.
After previous bad experiences, the client wanted a whiter-than-white approach that would build high-value, PR-based links.
We challenged students at Manchester Metropolitan University to select a piece of scrap metal from Dronsfields and turn it into a piece of art.
The task – a spin on TV’s Scrapheap Challenge – involved turning the scrap into a sculpture. The finished sculptures were exhibited and auctioned off, raising funds for partner charities.
Local press, students and charity representatives were all invited to the auction, and the event generated coverage both online and in traditional print media.
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