Weavabel
5 high-authority PR placements in 30 days
How we took Weavabel from no PR history to first-place AI answers and a DR 94 placement in a single month.
+0%
Organic impressions (YoY)
0 - 8
Average search position
+0%
Conversions (MoM)
0+
High-authority media placements in 30 days
The Challenge
What we were up against
Weavabel operates in sustainable packaging and branding, supplying trims, swing tags and related products to fashion and retail brands, exactly the businesses now grappling with increasingly complex EU compliance requirements.
Their audience is the sustainability and supply chain decision-makers at mid-to-large fashion brands, the people actively hunting for guidance on trims, tags and regulation.
The problem was that Weavabel had no prior media coverage or visibility as a brand, a domain rating that had been sliding for over 12-months, and no presence at all in AI-generated answers, a channel the business hadn't yet explored.
Starting from that low base, the objectives were threefold: grow organic search visibility, build genuine domain authority through high-quality media placements, and establish a foothold in AI answers.
The distinctive challenge was that last objective. Most agencies aren't yet measuring AI answer share, let alone optimising for it, but with large language models fast becoming a first-touch research tool for B2B buyers, we saw it as a priority rather than an afterthought, and one that requires different signals to traditional search.
Our Approach
How we tackled it
We ran three connected work streams rather than treating PR, SEO and AI as separate channels.
For Digital PR, an Osapiens partnership gave us a genuinely timely news hook, tapping straight into growing industry concern about EU packaging regulation. We built a targeted sell-in programme around it, pitching into influential trade and business titles rather than spraying a generic release, which is what secured placements with major names.
For SEO, we were deliberately disciplined about where to compete. Rather than chase broad, un-winnable primary keywords, we went after high-intent, niche terms where Weavabel could realistically rank and win, sustainable trims and swing tags, capturing real existing demand instead of burning the budget on vanity keywords.
For AI visibility, we optimised through structured content and an authoritative placement strategy, building the specific signals that get a brand surfaced and cited inside AI answers. Treating this as its own work stream, tied to the PR and SEO work rather than a by-product of it, is what set the campaign apart.
The Results
What we achieved
- •On search visibility, organic impressions rose 51% year on year and average position improved dramatically from around 23 to 9, moving Weavabel from the depths of page two to the top of page one
- •On domain authority, five high-value media placements were secured in a single month, including hits on Yahoo Finance and WWD, both extremely high-authority domains. That reversed a year-long decline in domain rating, stabilising it and recovering the referring domains behind it
- •On AI visibility, Weavabel's AI answer share grew 39% month on month, with first-place rankings in AI answers for both sustainable trims and swing tags, and ChatGPT now appearing as a direct referral source in the data
- •Conversions increased by 25% month-on-month off the back of it all
Five placements including a top-tier hit in the first month is a genuinely strong debut for a brand with no PR history at all.
But the more distinctive win is the AI work. Ranking first in LLM answers for core product terms, and seeing ChatGPT show up in referral data, is the kind of result most agencies aren't yet even measuring. This wasn't a campaign that simply hit its targets, it helped define what the targets should be.
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