Driving links across the US through brand focused creative
Moneypenny
Services
Digital PR
Year
2021
Moneypenny was in a unique position to offer a solution to the remote working situation presented by COVID-19. Along with building links to drive traffic and visibility, we needed to create relevant campaigns to increase brand recognition. We wanted to maximise the links delivered without spending time and investment on larger creative campaigns, so we initially focussed on distributing existing press friendly content to the media. We then created data led campaigns to drive US wide coverage and links.
The approach
Relevancy is key to our link-building campaigns. In Moneypenny’s case each concept we run focuses solely on the following topics: careers, business, and finance. We took our ‘always-on’ approach delivering planned campaigns, alongside proactive PR.
Here are some of our key campaigns to date…
Richest states campaign
The US remains one of the richest countries in the world, but which state will be the wealthiest over the next decade? To uncover this, we analysed real GDP and personal income per capita over the past 10 years, as well as Zillow home value data over the past 5 years. We then created an index that predicted the economic health of each state in four years, with California coming out on top.
This campaign had multiple angles for our media outreach to target different niches and reach new audiences. Key placements: Value Walk, Hawaii News, and Penn Live.
Productivity hour campaign
As worklife resumed across the US and employees who had been working from home returned to the office, we launched our productivity hour concept revealing the exact day and time of the week workers are most productive and complemented the piece with tips to be more productive.
We approached state-specific outlets alongside trade and health titles, key placements: Well and Good, Today.com, and Benefit news.
Changing lanes campaign
Following COVID’s impact on career uncertainty we ran a campaign revealing whether Americans are truly fulfilled at work. We revealed the least/most fulfilled industries, as well as the areas across America where employees were least/most happy. Key link placements: CNBC, Independent, inc.com, and Ladders.
The results
70
links over 6 campaigns
288
increase in searchmetrics visibility
83
increase in traffic YOY
“Since working with connective3, we have seen our SEO visibility and traffic grow at a rapid rate – they’ve blow away our expectations! The c3 team have a great understanding of our business and sector, which is demonstrated in their highly relevant campaigns and the results they are achieving for us.”
Lee BishopHead of Digital, Moneypenny
