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RECENT CASE STUDY:
DRUGGENIUS

Medical advice website, Drug Genius, commissioned Cherry Digital to build them
digital PR campaigns to super charge their SEO efforts and take them to a whole
new level. Our brilliant network of in-house journalists came up with 3 story
ideas…

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LIVE FRIED, DIE YOUNG

1. The first was a campaign we coined ‘Live Fried, Die Young’. The synopsis:
There are many behaviors and habits many of us have developed and continue,
despite studies having proven that they have adverse health complications
(leading to lower life expectancies), from overconsumption of ultraprocessed
food and skimping on exercise. In fact, a recent study revealed that eating junk
food contributes to cognitive decline. However, many Americans continue to eat
fast food despite knowing that it could take years off their lives…

We commissioned a 3,222-person survey on behalf of by DrugGenius, asking
respondents hypothetically, how many years of their lives they would be willing
to forgo if it meant they could continue to eat unhealthily…

The campaign was a huge hit with the media, resulting in over 50 pieces of
coverage in mainstream publications including features in AL.com (DA 89); ESPN
(DA 62); AOL (DA 93); and iHeart (DA 86) Mashed (DA 72); New Review (DA 62). 





GATEWAY FOODS

2. DrugGenius were so happy with the ‘Live Fried, Die Young’ campaign that they
hit us up to run another one straight after. This one was called ‘Gateway Foods’
whereby we identified each state’s favorite sugary treats and found their
connection to obesity.  The synopsis: It appears that Americans in every state
succumb to a mindless addiction of sugary treats: Floridians have the zesty Key
Lime Pie to contend with, while those in Connecticut must try to resist the
delightfully named Snickerdoodle Ice Cream Sandwich (two sugary, cinnamon-laced
cookies with a layer of vanilla ice cream in the middle). Spare a thought for
those from Mississippi, whose same-named Mud Pie is a heavenly confection of
cream and chocolate sauce on top of a crumbly chocolate base, or New Yorkers,
with their thick, dense cheesecakes.

This campaign also resulted in awesome links and coverage in the likes of Yahoo
(DA 95); Boston 25 (DA 73); Daily Voice (DA 71); News 10 (DA 71); LongIsland.com
(DA 76) and MSN (DA 94). 





UPPERS & DOWNERS

Finally, DrugGenius set us the task of targeting ‘caffeine’ as a keyword within
a digital PR campaign. We had no issue brainstorming a highly catchy idea – we
called this one ‘Uppers & Downers’. The synopsis: The Bada Bing, Joe’s and
Starbucks – with over 120,00 bars and coffee shops in America alone, it’s fair
to say we love a drink, whether it contains booze or caffeine. The study we ran
for DrugGenius revealed that millions of us are fueling the workday with
coffees, and taking the edge off in the evenings with a nightcap. Indeed, we
found that one-third of the average American’s daily fluid intake is made up of
alcohol and caffeine. Perhaps this isn’t surprising – while alcohol has embedded
itself in American culture since the beginning of the republic, in recent years
coffee culture has been on the rise too – in cities like Phoenix and Austin,
almost half of all drinking establishments are now coffee shops. Most gyms now
have their own coffee bars whereby gym goers are just as likely to drink an
espresso post-workout than drink a health juice. 
 
This campaign is ongoing, but so far has yielded a highly impressive 25 links,
with features in KRON 4 (DA 79); News 8 (DA 74); SA Current (DA 72); Audacy (DA
82); Penn Live (DA 85); Kansas.com (DA 80).



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