findandfundmycar.com have an overarching goal to increase the organic visibility of their homepage, in the short term, they wanted a campaign that would raise brand awareness and have a positive impact on their wider goals.
COVID19 unfortunately put a halt to car buying, therefore having a big knock-on effect within the automotive industry.
Our challenge was to raise awareness of an online search platform for new and used cars at a time when there was very little purchase intent. So we had to get creative!
We needed a campaign that would catch people’s attention (press included) and:
- Drive links to the findandfundmycar homepage and the campaign landing pages.
- Improve brand awareness
- Provide interesting new data insight that is of value to findandfundmycar’s audience
Our mission was to gain high-authority backlinks from mainstream national, regional and motoring press, with links pointing to the purpose-built campaign page where, over time, these links will help with findandfundmycar’s website Google rankings.
The driving misconceptions data brought back some strong angles that we were able to run with:
- Belfast drivers have the worst road rage
- 23% of millennials are nervous about driving again after lockdown
- ¾ of drivers think it’s illegal to drive barefoot.. it’s not!
- 63% think paying on Apple Pay at a drive-thru is legal
Using the data we created two engaging content pieces and pushed these out to the press, and for utmost success we took extra unconventional measures and became creative with our approach; reaching out to journos via Twitter, changing subject lines and flipping the angle to better suit alternative publications.
Both campaigns had some strong red-top links and coverage as well as smaller niche websites.
What’s more, some of this coverage will receive backlinks too, passing more authority to the findandfundmycar website.
Here is a small selection of publications who posted our campaign and shared their invaluable link equity:
The campaign was also featured in a favourite Digital PR roundup “The Weekly PR”, expanding the coverage.