ThruDark

ThruDark came to us with a clear ambition:
to stop treating search as a single channel and start building a connected search journey.

Their audience doesn’t just search on Google. They discover brands through creators, outdoor content, social platforms, and community-led conversations, often long before a traditional search ever happens.

The challenge was to:

• Put intent at the heart of search marketing
• Build relationships with audiences where they actually spend time
• Connect discovery, consideration, and conversion across the wider search universe

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We began with a foundational Search Everywhere® approach, grounded in intent and behaviour.

Our work included:

• SERP analysis and keyword mapping to understand how demand forms across brand and non-brand queries
• Identifying priority opportunities within the Outdoor category
• Developing a content roadmap designed to perform across multiple search surfaces (TikTok, Instagram, YouTube)
• Activating delivery through a network of creators to meet audiences in discovery-first environments

Rather than optimising for one platform, we engineered visibility across the search universe - aligning content formats, creators, and intent so each activation reinforced the next.

Early executions have already begun gaining traction, with content surpassing 500k+ views across platforms.

Finally, we also began an education effort, working alongside the internal team at ThruDark, to ensure their understanding of the 'why' behind our activation and approach.

In 2026, we have also been trusted with the management of on-site SEO efforts (Content SEO and Technical Foundations). Our ambition is to create a multi-channel approach to discovery aligning our discovery work with intent-rich content experiences on-site that work in tandem to create presence and develop preference across the developing search universe.

This work is ongoing - but the early signals are clear.

Since launch:

• +14% increase in branded searches
• +144% growth in Brand + Key Term searches
• +19% organic revenue year-to-date

More importantly, ThruDark is now building compounding presence across discovery, not isolated wins in a single channel.

This case proves that:

• Search doesn’t start on Google for modern outdoor audiences
• Creator-led discovery can directly influence brand demand
• When intent sits at the centre, Search Everywhere® starts to compound

This isn’t a finished story, it’s a system in motion, one we're excited to further develop in 2026.

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