Rivalling industry giants through audience-led Digital PR
Reassured
Services
Digital PR
Year
2023
Taking an expertise led digital PR strategy, we positioned Reassured as thought leaders within their sector. Securing over 384 backlinks from relevant and authoritative outlets, we increased visibility by 300%, and moved focus keywords into strong traffic-driving positions alongside supporting lead generation.
The BRIEF
As an FCA-regulated life insurance and funeral planning brand, Reassured competes against big players including GoCompare, SunLife and more. Our brief was to gain market share for Reassured through link-building and SEO activity to drive visibility and position Reassured as a thought leader.
THE STRATEGY
We took a two-tiered approach to our digital PR strategy, incorporating a series of data-led campaigns to build awareness, and proactive concepts to position Reassured as a market leader within its industry.
Our strategy opened the conversation around the importance of life insurance, but in a humanised way, by focusing on topics we knew our target audience was interested in.
Bespoke designs brought our findings to life and sat alongside helpful on-site content, featuring commentary from Reassured’s team and reputable third-party experts to elevate our campaigns by providing additional insights and tips – a tactic we knew the media would welcome.
OUR TOP CAMPAIGNS
Most popular first dance songs
As many couples take out life insurance once they’re married, we ran a fun campaign revealing the most popular first dance songs. We supported this with tips and insights from Reassured’s internal experts on what to know about joint life insurance. 87 links including Planet Radio, County Wedding Magazine & Lancashire Post.
Child-friendly airlines
To hit our ‘family’ target audience, we created a summer holiday campaign to reveal the most family-friendly airlines. Our insights team analysed the offerings of airlines departing from UK airports, and we supported the piece with tips on the importance of having the best life insurance policy to protect your loved ones. 38 links including: The Points Guy, Daily Mirror, Fatherly & The Sun.
The trust cost of school holidays
In line with the personal finance theme, we ran a poll to reveal the true cost of holidays and worked with a parenting expert to provide savings tips to add further authority. We supported the piece with insight on the importance of having life insurance in place to help with costs, including childcare support. 18 links including: inews, The Sun, netmums, OK & HELLO.
THE RESULTS
384
Backlinks
300
Increase in organic visibility
4500
Engagements and social shares
6.25
Estimated online views
22
Increase in lead generation
11.5
Increase in channel profitability (YoY)
