Balsam Hill

Driving sales with strategic earned media coverage for Balsam Hill

Founded in Redwood City, California in 2006, Balsam Hill is the world’s leading retailer of artificial Christmas trees and décor; trees that are designed to look exactly like real ones, down to the exact needle shape and size.

The brand partners with Fanclub to establish a robust UK press-office arm for strategic earned media which is leveraged across channels, with an agile and creative approach to media opportunities; position Balsam Hill as the go-to for artificial trees, every festive season.

With a spot of Christmas magic, our work has continually gone above and beyond strategic brand awareness, to impact the bottom line. 

Earning Fans

Fanclub has accelerated brand awareness with quality coverage from:

  • Strategic product placement, showcasing world-leading quality across shopping pages, interiors shoots, and TV set-dressing
  • Brand spokespeople as the Christmas tree and festive interiors experts using commentary and data-led features content; trust and credibility
  • Deals coverage
  • Reviews and accreditations
  • influencer partnerships, seasonal campaigns
  • Consumer and trade shows 

Our work 2022 alone saw almost 40 national hits and a YoY 84% increase in coverage links, with an average DA of 64; a strong support for organic search. Almost three quarters of coverage was Tier 1 and included the likes of Mail Online, The Independent, Cosmopolitan, House Beautiful, GQ and Glamour UK. Brand awareness put quality at the heart, with product reviews leading to 6 media accreditations and awards including endorsement from The Telegraph, Trusted Reviews, Good Housekeeping and The Independent.

Extending across channels, broadcast coverage included a BBC interview with the brand’s CEO, Mac Harman, and dressing the set of Jeremy Vine on 5.

Our 2022 press office aided sales value of six figures from referral traffic, showcasing the value of strategic coverage which speaks to the right audiences to push conversion.