Adrian Flux is a specialist UK car insurance broker with over 600,000 insured drivers on the road. Adrian Flux were looking to increase the organic search ranking of their ‘Convicted Driver Insurance’ product page.
To target the theme of ‘convicted drivers’, we analysed publicly available data from the Ministry of Justice to find out the most common motoring offences in England and Wales. We focused on key motoring offences and analysed the data by police force region, age, and gender, in order to create a variety of angles to interest and engage both our target audience and journalists. To reach those, we created several unique press releases and reached out to national news sites, regional news sites and automotive industry-specific sites in order to secure branded coverage and links. We created an on-site linkable asset that contained an internal link to the target page. We wanted to create high-quality on-site content with the objective to achieve a minimum of 8 backlinks via digital PR.
We enriched the data by creating a series of graphs, infographics, attention-grabbing headlines, and an in-depth commentary that told the story. This included the top 20 motoring offences and regional findings. The standard format of the public data (spreadsheet) would have turned many away, but we were able to enhance and package it into a user-friendly campaign, making it easier for audiences to digest.
The campaign secured 130 pieces of coverage and 105 links across a variety of national, regional and industry-specific news sites. We exceeded our backlink target by +1213%. Coverage highlights included ITV, Yahoo, AOL, Talk Talk, East Anglian Daily Times and Car Dealer Mag (to name a few). The average Ahrefs Domain Rating of all coverage sources is 51. The coverage sources attracted a total of 29 links directly to Adrian Flux’s pages. The target product page, ‘Convicted Driver Insurance’, which was linked to the on-site content increased by 11% by average rank compared to the previous month.