How Go Fish Helped Twinkl Earn 5x More Coverage with One Smart Survey

Survey insight. Backlink boost.

We tapped into public sentiment around teacher pay, launching a timely, data-driven campaign that earned 79 high-quality backlinks across U.S. media outlets.

Twinkl is a UK-based education company that provides high-quality, low-cost classroom resources. As they expanded into the U.S. market, they partnered with Go Fish to build brand visibility and SEO authority through data-led content.

visit website

Challenge

Standing out in education media

Twinkl needed to grow U.S. visibility in a crowded education media space. Ahead of the school year, they wanted a campaign that could earn backlinks and build authority, without feeling promotional. The goal: earn 10–15 pieces of linked coverage from high-quality U.S. outlets and strengthen their domain footprint.

Services

SEO
Digital PR
Content

This campaign didn’t just generate links—it strengthened our U.S. presence. Go Fish understood the assignment and nailed the execution.

Twinkl Representative

strategy

Data with purpose, timed for impact

We combined Twinkl’s mission with survey-backed storytelling. By asking Americans what they think teachers should earn and how much they work—and comparing it to reality—we uncovered compelling gaps and localized angles. Our outreach was timed to hit just before the back-to-school rush and focused on state-specific insights to increase coverage relevance. The result: a campaign built for media, not marketing fluff.

Tactics and techniques used:

Survey Design Built for Storytelling: Polled 2,400 Americans across all 50 states about teacher salaries and hours.
Data With Teeth: Compared responses to federal stats from the National Center for Education Statistics.
Built for Sharing: Created a landing page with expert commentary, interactive visuals, and concise summaries.
Pitch Smarter: Focused outreach on states with the biggest perception gaps—like Texas and Florida.

Timed for Impact: Launched before the school year to align with back-to-school editorial coverage and Twinkl’s #ClearTheList campaign.

results

When PR and SEO Team Up,

Strategic storytelling earned meaningful coverageVisibility Multiplies

79+

High-quality backlinks earned.

Survey-led storytelling exceeded outreach goals by 5x.

222K

Projected media coverage views.

Targeted outreach and timing maximized visibility.

The campaign secured top placements in education and local media across key states, strengthening Twinkl’s U.S. SEO footprint and complementing its traditional PR efforts.

Why It Worked

Paired public sentiment with federal data for a story journalists couldn’t ignore
Earned media by focusing on policy—not products
Designed to amplify, not compete with, existing brand efforts like #ClearTheList

Ready to improve your rankings and increase your traffic?

Get a custom proposal from Go Fish!

request a custom proposal

Related Case Studies

Click to read Online Trading Academy