Published by 
Who is TAL Agency?
TAL Agency is an award-winning digital marketing agency based in Greater Manchester. Our Northern charm – coupled with our straight-talking approach – has seen us go from strength to strength since our inception. Working with a range of clients – from salt-of-the-earth local businesses to national brands – everything we do is driven by data, every strategy is bespoke, and we throw out the cookie cutters. Our mantra is ‘Get S**t Done’ – and it’s something we all strive to do every single day.
Our Digital PR team has always been spectacular at doing a lot with a little; not every client has the budget to spend on flashy campaigns, but don’t they all deserve their name in lights? Maximising coverage with building the most impactful SEO media coverage, our team adapts each strategy to suit the client. Again, one size doesn’t fit all – and what works for a B2C brand will fall flat for a B2B client. We quickly figure out what works, put a plan into action, and stick with it.
The campaign
Name: From T to X: A Story in Searches
The team watched eagerly as Musk’s takeover of Twitter began, and aspects of the platform we had known for years were overhauled. We monitored search data from keyword platforms and – over three phases – recorded and published the impact that Muck’s takeover was having on the public’s perception of Twitter, later to become X.
As in-depth as the research for this campaign was – and the incredible results it achieved – the entire project was research, written and outreached by a single member of our team. Our Reactive PR Manager – Josh Wilkinson – is one of our longest standing people, who joined us with no previous PR experience, and has quickly become one of the most valuable people, with a knack for data and a penchant for good ideas. From T to X is entirely his.
The data showed an incredible shift in perception, mostly from positive to negative, as people flocked to leave the platform and look for competitors. The end result was more than 150 pieces of coverage including the likes of The Washington Post, Bloomberg, Metro, and more. This coverage brought in 11.2 million views, reached an audience of 792 million, and had a total of 35.5k of engagement across social media.
With two more PR awards under our belt already, the team is thrilled to once again have our hard work recognised by becoming a finalist in the UK Agency Awards for Best PR campaign (small).
Josh Wilkinson, Reactive PR Manager and campaign leader, commented on the nomination: “While watching the drama surrounding Twitter unfold, doing a newsjacking-esque campaign on it was a no-brainer. The data was there to tell a story, and we were able to follow along from the sidelines – popcorn in hand! At the ideation stage, I had no idea that I would log on one morning and see more than 100 links come in for a client in a single day. Data is where it’s at!”
Megan Boyle, Head of Organic at TAL Agency also commented: “This campaign shows that sometimes it’s the simplest idea launched at the right time that can have the biggest impact. It also shows the incredible value of incorporating newsjacking into your link-building efforts; our team reacted quickly to a topic that was not only big news in tech but had also captured the world’s attention. As an agency we are always banging the drum of data and its importance when it comes to strategy; so why wouldn’t it form a key part of our best-performing PR campaigns, too?”
