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Case Study

DNA Kids

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DNA Kids

Playing our part(y) in taking this local business nationwide.

Key results

124% increase in site sessions for local landing pages.

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About the client

Established in 1991, DNA Kids are one of the UK’s leading children’s and teenage entertainment companies specialising in action-packed parties for 4 – 13 year olds.

The project brief

DNA Kids aimed to dominate the competitive children’s party space and expand from a local to a national level, with the flexibility to pivot their offerings during the pandemic.

Our approach

We implemented SEO to expand visibility in Essex, established local business listings, and enhanced branding. We introduced PPC to maintain a competitive edge and refined website content and messaging.

The team integrated SEO, text ads, Display, and Video marketing to strengthen digital efforts and improve the DNA Kids website. We utilised Google Premier Partnership for early access to beta PPC features, enhancing ad visibility and performance.

Adapted to pandemic restrictions by leveraging video marketing to offer virtual parties globally. Our strategy transitioned from a broad to a targeted marketing approach, resulting in significantly improved CPA figures.

The results

Our content team rewrote and optimised content for DNA Kids’ coverage pages, which were created to encourage localised, organic search traffic. Comparing 12 months’ data to the previous 12 months, our coverage pages have seen a 124% increase in site sessions.

Some of our best-performing coverage pages include:

London – up 225% in organic site sessions YOY
Cornwall – up 274% in organic site sessions YOY
Suffolk – up 388% in organic site sessions YOY

Page views from organic site sessions originating from coverage pages increased by 120% YOY, indicating an improved user journey.

Average engagement time for local coverage pages increased by 26% YOY, indicating that the new content is much more relevant, helpful and engaging for the user.