Unlocking Rankings and Amplifying Brand Awareness for Admirals through Tailored, Proactive, and Responsive PR Strategies.
In April 2021, Admiral approached us amidst plummeting traffic of just 250k per month, attributed to recent Google updates.
Our mission was twofold: to restore lost rankings and traffic while consistently enhancing performance month after month.
Our strategy
We launched digital PR campaigns that tied in with increasing inflation in the UK and the rising cost of energy bills. These picked up coverage and links in some of the biggest UK publications.
Outreach
We reached out to industry specific sites across the target countries with business related news. These sites covered the business updates and more often than not included a link back to the Admirals site.
We positioned Admirals as industry thought leaders with our reactive approach that involved commenting on key financial updates from the likes of Disney, Amazon and Unilever.
Proactive PR: Creative Campaigns
The Price of a Pint
Our innovative campaign revolved around a captivating concept: unveiling the potential price escalation of a pint of beer throughout the United Kingdom by applying the current inflation rate over the span of a decade. By tapping into the existing buzz surrounding rising inflation and capitalising on the nation’s undeniable love for beer, we devised an exceptionally shareable campaign.
Our approach struck a chord with audiences, resonating with both national and regional websites across the UK including The Daily Mirror (DR 90), The Sun (DR 90), The Daily Star (DR 83), Metro (DR 93), LADBible (DR 77) and JOE (DR 70).
The story garnered widespread attention and earned valuable backlinks with a combined total average monthly visits of 300 million and counting on placement websites.
The Cost of Energy in the UK
In this comprehensive campaign, we delved into the ever-evolving world of energy costs in the UK, specifically focusing on the three-year period from 2021 to 2023.
To shed light on which cities were shouldering the highest energy expenses, we undertook a deep analysis. By breaking down household energy usage and multiplying it by the number of households in each region, using reliable data from ONS, we uncovered intriguing insights. But our exploration didn’t stop there.
To predict the energy prices for 2023, we applied a systematic approach. By dividing the kWh consumption by Ofgem’s energy price per kWh, we derived estimates. Adding the standard day rate multiplied by 365 days, we obtained the overall energy price, combining both gas and electricity costs.
But numbers alone can’t tell the whole story. To ensure widespread understanding and engagement, we crafted an informative blog post, index table, and a visually appealing map infographic.
We secured coverage in all corners of the UK with backlinks averaging a DR 74 including Yahoo News and The Bolton News.
The Weekly Shop
This campaign highlights the potential impact of rising inflation on the price of essential groceries. Using data from the Office for National Statistics (ONS), we analysed the expected inflation rate and illustrated how the average cost of a weekly grocery shop for a UK family could increase by 2030.
The campaign breaks down the projected price increases in different parts of the country, from the cheapest places like Leeds and Sheffield to the most expensive, such as London all presented in a digestible map infographic.
It also explores the potential effects of inflation on other big cities like Manchester, Liverpool, Birmingham, and regions like Scotland and Wales. Through this data-driven approach, the campaign informed readers about the potential escalation of grocery costs and the possible long-term effects of inflation on consumers’ wallets. We secured coverage in top UK names such as The Grocery Gazette, The Manchester Evening News and The Belfast Telegraph.
Generational Attitudes to Finance: Understanding Financial Perspectives Across Age Groups
In a time of financial uncertainty, this campaign set out on a quest to explore the diverse attitudes towards finance across different generations in the UK aiming to not only spread awareness but simultaneously educate the audience.
By analysing data from YouGov profiles, encompassing the views of over 360,000 individuals from various age groups—Gen Z, Millennials, Generation X, and Baby Boomers—this Admirals campaign sought to shed light on the financial behaviours, attitudes, and literacy that vary among these cohorts.
How to Invest for the Future: Retirement Edition
Here we showcased a campaign that aimed to highlight the importance of long-term investing for retirement planning. The campaign employed data-driven research, incorporating findings from the Retirement Living Standards Report by the Pensions and Lifetime Savings Association and Loughborough University to provide tangible insights into the cost of retirement and different lifestyle categories.
From here we built three personas in line with UK living standards – Comfortable, Moderate and Minimum illustrating what each category could afford in retirement.
By presenting these findings, the campaign provided useful insights into the benefits of long-term investments and invited the audience to consider it as a viable option to securing a comfortable retirement.
Reactive PR: Newsjacking
Through our reactive approach, we strategically positioned Admirals as industry thought leaders by actively engaging with key financial updates from industry giants such as Disney, Amazon, and Unilever.
By leveraging our expertise, we crafted insightful comments that not only demonstrated Admirals’ deep industry knowledge but also enhanced their brand visibility and credibility within the market. This proactive engagement solidified Admirals’ reputation as a trusted authority and further strengthened their positioning as industry leaders.
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