Marmalade is a car insurance company, aimed at providing young drivers, and their parents, offering innovative and practical insurance solutions. They provide a variety of insurance options, including Learner Driver, Black Box, and Named Driver insurance for new or recently passed drivers. Marmalade also employs Impression for paid media services – this case study focuses on digital PR.
We were engaged to provide digital PR strategy and implementation, working closely with Marmalade’s internal SEO team to identify strategic targets and define KPIs. Our goals were simple in structure, complex in detail… we needed to not only build links and rankings but ensure the content we produced would resonate with two very different audiences (learners and parents).
We split our objectives into OWNED and SHARED. An Owned goal is one we directly affect, a Shared goal is a metric we hope to influence alongside other channels. This framework allows us to step out of our silo and to think strategically about how best we can impact our clients’ wider business goals.
Marmalade’s challenge was a big one. They were up against Google’s increasing and ongoing emphasis on EAT in the Your Money Your Life sector, plus the prevalence of comparison sites and direct providers in the SERPs. Times were tough and a more strategic approach to digital marketing was required, our strategy was to:
We had a bank of ideas from which to draw and one overriding strategic driver:
To support young people.
This campaign was shortlisted in the 2021 European Search Awards and the 2021 Drum Awards for Search for Best Use of PR in a Search Campaign.
We achieved the below results over a time period from June 2020 - Feb 2021:
Your digital strategy should be having a direct impact on your business bottom line. If you’d like to find out how we can help you achieve better results, get in touch today! Simply fill in the form below and a member of our team will be in touch. Alternatively, give us a call using the number at the top of the page.
Thank you for your enquiry - our team will be in touch as soon as possible.