When opportunity knocks, it rarely comes dressed as a crisis. For Lauritz.com, Denmark’s most notorious auction brand, bankruptcy and public scandal could have spelled the end. Instead, with the strategic guidance of Gorm x Envision, it became the beginning of a remarkable comeback—one now recognized on the global stage by the Global Search Awards.

The Lauritz.com Case: Turning Crisis into Opportunity

In early 2023, Auktionshuset.com faced a unique challenge: how to leverage the immense brand awareness of Lauritz.com – at the time recently bankrupt and mired in controversy – without inheriting its negative reputation. The solution? A bold, three-phase PR and SEO-driven rebranding campaign:

1. Proactive PR Campaign

A strategic PR rollout publicly announced the acquisition, with clear messaging to distance the new management from past scandals. This transparency was essential to rebuilding trust and repositioning Lauritz.com as a forward-thinking, credible brand.

2. Revitalized Visual Identity & SEO

Simultaneously, we launched a new visual identity and a user-friendly, SEO-optimized website. Transparent communication about the brand’s new direction and management further enhanced credibility. By aligning PR messaging with SEO content, we ensured that positive stories dominated both the media and search results.

3. Campaign Launch: “Det nye Lauritz.com er tilbage”

A high-impact advertising campaign across social and outdoor platforms cemented the comeback narrative, transforming public perception and driving engagement.

The Power of PR and SEO: A Modern, AI-Relevant Approach

Today, the lines between PR and SEO have blurred—especially in an AI-driven landscape where search engines prioritize relevance, authority, and authenticity. Our approach integrated:

• Strategic PR to generate high-quality media coverage and authoritative backlinks.
• SEO best practices to ensure that both news stories and evergreen content surfaced in search results.
• AI-relevant GEO (Global Entity Optimization), where search engines use AI to understand the true reputation and context of a brand across the web.

By combining these disciplines, we didn’t just manage the narrative—we actively shaped how both humans and algorithms perceived Lauritz.com.

Results: Data-Driven Impact

Our integrated campaign delivered outstanding results:

• 400% increase in auction item submissions compared to the previous platform.
• 400% increase in online searches for “Lauritz.com auction.”
• 300% increase in overall “Lauritz.com” searches.
• Media reach: 12,750,000 people.
• Earned Advertising Value (EAV): 2,655,000 DKK.
• Earned PR value: 6,637,500 DKK.

These numbers reflect not only a successful rebranding, but a true market revival—turning negative publicity into measurable, positive growth.

What the Global Search Awards Mean to Us

“At Gorm x Envision, we believe in the power of bold moves and honest storytelling. Being shortlisted for a Global Search Award is a testament to our  dedication to turning challenges into opportunities. Our efforts are proof that with the right mix of PR, creativity, and data-driven SEO-strategy, any brand can make a remarkable comeback – and come back stronger. We’re incredibly proud to see our work recognized on a global stage and even prouder of the impact it’s had for our client.”

— Dennis Dalgaard, Head of PR & Communications, Gorm x Envision

Looking Ahead

Being shortlisted for the Global Search Awards in the “Best Use of PR in a Search Campaign” category is more than an accolade, it’s a validation of our integrated, future-facing approach to brand strategy. As AI continues to reshape how brands are found and trusted online, the synergy between PR and SEO will only grow stronger. At Gorm x Envision, we’re excited to keep leading the way.

About Gorm x Envision

Gorm x Envision is a leading Danish agency specializing in integrated marketing, PR, and digital strategy. Our mission is to help brands turn challenges into opportunities through creativity, data, and bold communication. In 2023, we expanded our expertise by acquiring Prception, a fast-growing PR consultancy, further strengthening our ability to deliver impactful, cross-channel campaigns.

Discover more about our work | Gorm x Envision LinkedIn | Prception LinkedIn