Turning Real-Time Moments Into Scalable Search Impact for Compare & Recycle
Helping Compare and Recycle turn reactive PR into long-term SEO growth
Compare and Recycle wanted to grow visibility and authority for its mobile phones category by showing up when consumer interest was at its highest. We built a reactive-first Digital PR strategy designed to spot emerging stories, move quickly and turn real-time moments into high-value coverage. By combining trend monitoring, internal data and strong editorial angles, we helped the brand earn links at scale, improve search visibility and drive meaningful organic growth.
What we did
Reactive Digital PR
Trend-led Content Creation
Data-led Storytelling
Link Building
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Backlinks in 10 months
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Increase in organic traffic to the /mobile-phones page
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Pieces of coverage delivered
The challenge
Compare and Recycle operates in a competitive market where mobile recycling and resale are not always front of mind for mainstream consumers. The challenge was to make the brand relevant beyond a niche audience of tech-savvy resellers and earn visibility in a crowded, fast-moving media landscape. At the same time, stricter editorial linking policies and an already mature backlink profile meant we needed to find scalable ways to keep securing valuable coverage and new linking domains.
Our approach
We created a repeatable reactive PR model built around speed, relevance and substance. By monitoring search spikes, social trends, product launches and breaking news, we identified moments where interest in mobile phones surged. We then validated those opportunities with internal data, search insight and consumer angles to build stories journalists would want to cover. This approach produced more than 20 reactive stories across cultural trends, product talking points and consumer advice, helping Compare and Recycle earn coverage from titles including Forbes, New York Post and TechRadar.
iPhone 17 ‘Colourgate’ Controversy
When reports emerged that the iPhone 17’s new finish was prone to scratching (and in some cases changing colour) online conversations quickly gained momentum. We reacted fast, using internal pricing data to highlight how even minor cosmetic damage could impact trade-in value, turning a trending tech issue into a timely, consumer-focused story that secured widespread coverage.
Oasis Reunion: Screentime at Gigs
As the Oasis reunion tour reignited global attention, we tapped into growing frustration around phone use at live events to explore how much of the experience is now viewed through a screen. Using survey data and cultural insight, we turned a nostalgic moment into a timely story about modern concert behaviour, earning widespread coverage across music and mainstream media.
Vinted Warning
Spotting rising interest in selling phones via peer-to-peer platforms, we created a consumer advice-led story highlighting the risks involved, from scams to data security concerns. By combining search insight with expert commentary, we positioned Compare and Recycle as a safer alternative, resulting in widespread syndication across regional media and demonstrating the scalability of the idea.
iPhone 4 Digicam Aesthetic
Tapping into the resurgence of Y2K tech, we identified a trend of users repurposing the iPhone 4 as a digital camera alternative. Using search and social insight, we turned this cultural moment into a story with a practical edge, highlighting the risks of outdated devices while offering expert guidance, securing widespread coverage across tech and mainstream media.
The impact
The campaign exceeded every major objective. Alongside 658 backlinks and 1,144 pieces of coverage, linking domains to the /mobile-phones page grew from 191 to 258. Organic traffic rose from 38,269 to 57,800, while page 1–3 keyword rankings increased from 920 to 1,312. High-intent terms such as “sell my phone” and “buy my phone” also improved significantly, proving that reactive PR can drive lasting SEO value as well as short-term visibility.
"Propellernet’s reactive PR strategy has been transformative for our organic growth, consistently placing our brand at the centre of relevant tech conversations with precision and impact."
