Lanes for Drains

  • Other
  • SEO
  • PPC
  • Conversion Rate Optimisation
  • Digital Marketing
  • PR & Outreach
  • Content Marketing

The Brief

Lanes for Drains is an industrial, commercial and domestic drain specialist with depots across the UK. Services include unblocking, jetting, cleaning, repairs, surveys and management.

The overarching business objectives were to:

- Increase the number of enquiries received via the website
- Improve the order potential (revenue) of these enquiries
- Raise brand awareness

To achieve these goals, we devised the ‘Fatberg Fighters’ educational campaign aimed at children, parents, teachers and the general public to teach them what can, and cannot be disposed of down drains.

The approach

Every year, Lanes for Drains excavates hundreds of fatbergs (congealed lumps of fat, oil, grease and other items such as wet wipes and condoms) from UK sewers. Fatbergs are a man-made issue, caused by a lack of awareness for what can and cannot be put down drains, causing a multitude of environmental problems.

To tackle this issue, and achieve Lanes's objectives, we devised an integrated content, PR and outreach and SEO campaign that would:

- Secure links to the website
- Generate brand citations and links back
- Demonstrate expertise and thought leadership
- Drive traffic to the website
- Grow organic traffic
- Increase engagement with the website
- Give back to the community

the execution

We created two lesson plans, (The ‘Fatberg Fighter', ‘Hidden Plastics' factfiles and 'The Damage We're Doing' infographic), which were delivered with teachers in a number of schools. These were added to a purpose-built educational resource onsite page (generating over 1,000 views to date) along with video content explaining the campaign.

We also ran a survey to generate newsworthy unique statistics about the issue, securing over 60 pieces of coverage.

Finally, we implemented a variety of onsite activities, which included:

- Growing-long tail traffic through the provision of quality, long-form advice content.
- Building new citations and correcting all inconsistent citations and directory details for individual depots to improve local visibility in the search results



Lesson Plans


Lanes - The Outcome

The Results

With all of the combined campaign activity, we successfully realised the target business goals by boosting website enquiries by 41%, year-on-year, which in turn increased the total order potential value by 209% .

In addition, the website saw a year-on-year increase in organic search traffic of 32% and the visibility of the top four target keywords improved dramatically with impressions increasing, on average, by over 50%.

The Fatberg Fighter's campaign was recognised and celebrated as a finalist at the national 2019 Effective Digital Marketing Awards by Masterclassing in the Most Effective Search Marketing Campaign category.


Our next campaign for Lanes, Sinner or Binner? was a finalist for the Northern Marketing Awards 2019. Find out we secured this nomination here.


Visit Website

The multifaceted 'Fatberg Fighters' campaign incorporated SEO, PR and outreach, content marketing, design and link-building activities to successfully achieve all of Lanes for Drains's objectives. It was nominated for the Northern Marketing Awards, Best CSR Campaign, 2018

PR: Media Coverage

The campaign caught the eye of a wide range of sectors, leading to exceptional and wide-ranging media coverage. This included articles in national newspapers such as the Daily Mail and the Metro, regional press including Rochdale Online and the Oldham Chronicle, as well as niche publications including Environment Journal, Catering Today and Professional Beauty. All of this led to a significant improvement in brand awareness for the client, both off and online.

Interested to find out what we could do for you? Get in touch using the form below or call us on 0161 390 0125.

We’re delighted with the success of the Fatberg Fighter campaign, and the results more than speak for themselves. In a little less than a year, I-COM has surpassed our expectations on every level, from securing coverage and raising awareness of the company, to driving valuable, relevant traffic to the website - which has generated hugely valuable enquiries for us. Their attention to detail in every element of the campaign has been excellent and they have shown real creativity to identify such a hard-hitting and topical campaign.
Michelle Ringland
Head of Marketing, Lanes Group