Further win silver at The CMA Awards
We are proud to announce that Further, alongside partner agency ToTheEnd, have brought home silver for ‘Best Use of Search in a Content Campaign’ from The CMA (Content Marketing Association) International Awards 2017. The winners were announced during a ceremony in London on 28 November 2017 at The Roundhouse.
Together, Further and ToTheEnd delivered a comprehensive content marketing and outreach campaign for Adrian Flux Insurance.
“The client wanted to stand out from the crowd of traditional insurance brokers and be recognised as a brand that embraces new technology,” explains Account Strategist, Kate Barnes.
“Research, creative sessions and discussion led to the topic of ‘driverless cars’ and resulted in agreement to run with the idea of creating the world’s first driverless cars insurance policy – a brave and ambitious decision. Search and trends data alongside social and online news monitoring, demonstrated just how big this topic had become – there were lots of questions being asked because there were clearly lots of challenges to introducing driverless cars to the roads. There was confusion and differing opinions on every aspect.”
“It was vital that this campaign could cut through the noise and start to stand out as a reliable authoritative voice. As a result, we [Further] joined forces with Adrian Flux and their content marketing agency, ToTheEnd, to start to build and populate a dedicated content hub on driverless cars.”
“this would be breaking entirely new ground on a product not yet even available to consumers”
“At the same time, we all worked with Flux and their legal team to write the draft insurance policy. Again, this was a lengthy process, as there were many considerations, especially as this would be breaking entirely new ground on a product not yet even available to consumers. Once sign-off was eventually gained, the client was provided with instructions for the on-page specification for the insurance policy.”
· 27,000 page views of content in just three months
· 47 high authority and relevant backlinks
· 20 commercial search terms increased rank
· Coverage across sites with combined monthly traffic of 12 billion
Kate continues: “As a direct result of the ‘Driverless Cars’ initiative, Adrian Flux Group now has a representative (General Manager, Gerry Bucke) on two government and industry panels, so Adrian Flux Group is now lending the organisation’s expertise to the ongoing debates around the introduction of driverless technology to the UK’s roads.”
Not only is this recognition a testament to the hard work put into the campaign, but also to the ten years spent working together with both ToTheEnd and Adrian Flux. Learn more about our work with Adrian Flux and read further case studies here.