Marmalade was up against two major challenges.
1. Google’s increasing and ongoing emphasis on EAT (expertise, authority and trust) in the Your Money Your Life sector, plus the prevalence of comparison sites and direct providers in the SERPs.
2. The pandemic-focused news narrative made it tough to gain coverage in 2021, with pre-planned strategies becoming irrelevant as lockdowns hit and COVID restrictions were still in place across the country, preventing driving lessons and tests.
We had to adopt an ‘always on’ approach to newsjacking, reactive PR, traditional PR releases and thought leadership to maintain a natural and diverse backlink profile from quality websites with relevance and authority.
To further build credibility, we sought to create our campaigns and adapt our topic focus to fit the COVID news agenda and how this impacted learner drivers at the time. To increase brand loyalty and effectively compete, our campaigns were to cover helpful and interesting topics to add further value to our audience.
We had a bank of ideas from which to draw and one overriding strategic driver: to support young people.
Over the course of 2021 (Jan-Dec) we launched:
- 7 asset-based campaigns
- A range of ad hoc comment placements in response to changing news agendas and specific journalist requests, as well as thought leadership pieces
Throughout the pandemic, it was important for us to balance being proactive & reactive to best support our client during the period of uncertainty