JBH – Best Retail and eCommerce Campaign
for Spacegoods · Performance Marketing Awards 2026
Visit jbh.co.uk
JBH grew Spacegoods’ organic sessions by 75.7% in six months, securing 92 placements and increasing share of voice by 45% across a crowded wellness category.
About JBH
JBH is a performance-led digital PR and SEO agency specialising in organic visibility, authority and measurable search growth. We work with ambitious consumer and ecommerce brands that need coverage to do more than generate awareness, building campaigns that earn high-authority links, strengthen category credibility and drive commercial movement across traditional search and AI-led discovery.
The challenge
Functional wellness is a fast-moving category where credibility, visibility and cultural timing decide who wins. Brands like Spacegoods compete against larger players with more established search demand, stronger media familiarity and broader consumer recognition.
PR coverage alone would not be enough to shift market position. The challenge was to make Spacegoods visible in the places consumers already use to compare wellness products, national media, trusted lifestyle roundups, search results and AI-generated answers.
That meant building authority around the brand’s core products while also proving commercial value through organic sessions, share of voice and competitor movement. For challenger brands, the hardest part is turning PR activity into category momentum, and JBH needed to help Spacegoods become one of the brands shaping the conversation around mushroom coffee.
The solution
The strategic approach
The digital PR strategy was designed to drive measurable market movement and commercial value. For Spacegoods, that meant combining reactive storytelling, product pitching and newsroom content so there was always content being pushed into the media.
Reactive PR allowed the brand to move quickly with wellness, hydration, travel, festival and lifestyle trends. Product pitching placed Rainbow Dust and Hydro Dust into trusted buying guides where consumer intent was already high. Newsroom content kept the brand visible beyond product roundups, giving journalists timely hooks that connected Spacegoods to wider consumer behaviour.
The technology deployed
The campaign used JBH’s blend of media intelligence, SEO strategy, competitor visibility tracking and high-authority outreach. MyTelescope search share data benchmarked Spacegoods against Dirtea, Rheal and London Nootropics, while link quality, domain authority, follow status, coverage relevance and share of voice were monitored throughout. JBH prioritised high-quality media opportunities, with a clear focus on commercially relevant placements across national, lifestyle, wellness, sport, regional and specialist media.
The boldest decision
The boldest decision was to optimise for search and AI visibility at the same time. The campaign was built for a market where AI answer engines increasingly surface trusted media recommendations, and securing coverage on TalkSPORT and Good Housekeeping ensures the brand is now surfaced and recommended for a range of high-buyer-intent prompts within AI search platforms.
The results
In six months, Spacegoods achieved standout commercial and visibility gains.
- 75.7% uplift in organic sessions
- 92 placements, 86 DA30+ links, an average domain authority of 60 and a 66% do-follow rate
- Share of voice up 45%, from 10.9% to 15.8%, and search share doubled from 15% to 30%
- Brand search interest up 122% from March to August 2025, overtaking Dirtea in brand visibility while Dirtea declined by 35%
- Spacegoods Review reaching 27,600 searches and Rainbow Dust Review growing 450%
The results prove that a performance-led digital PR strategy can help challenger brands build authority, influence demand and win visibility across search, media and AI discovery.
This is an exceptional award entry that brilliantly demonstrates the direct commercial power of digital PR. This campaign effectively redefined what’s possible in digital PR, proving its ability to drive significant, measurable business growth.
- Ambitious objectives and agility
- Incredibly clear, commercially focused objectives built around proving hard commercial outcomes rather than brand awareness, with intelligent use of seasonal timing and trend data to craft hyper-relevant hooks.
- Top-tier execution
- Precise, well-documented and smart, cracking one of the hardest PR-to-commerce challenges by driving high volumes of links into commercial category pages at scale, at an efficient cost per link of just 96 pounds while securing high-tier placements.
- Standout innovation
- Unique linking tactics and brilliant use of trend analysis elevated a standard PR approach into a performance-led powerhouse, prioritising deep-linking to category pages over standard homepage brand coverage.
- Outstanding results
- Targets not just met but massively exceeded across volume, quality and commercial return, with the focus on links into category pages clearly tied back to traffic and revenue, culminating in a 421% ROI.
Working with JBH had a meaningful impact for Spacegoods. Their ability to connect PR activity directly to commercial outcomes, from search visibility to brand growth, helped us scale. The volume of coverage consistently exceeded expectations, and it is great to see this recognised in the win at the Performance Marketing Awards.
David RandallCEO, Spacegoods
Turn coverage into category growth
Brands competing in crowded search categories need more than coverage volume. They need PR that builds authority where buying decisions happen, trusted media, search results, product roundups and being recommended within AI-generated answers.
Spacegoods proves that challenger brands can close the gap on better-known competitors when digital PR is tied to visibility, demand and link quality from the start. JBH brings the strategy, media understanding and SEO discipline needed to turn earned coverage into measurable category growth.
