The Brand
The automotive industry is highly competitive, according to Google, around 92% of car buyers begin their journey online. This makes the top spots for lots of terms highly coveted. The topic of van leasing is also a niche area, therefore creating stories that reflected the brand and remained relevant was an added challenge that required a creative approach.
The Brief
Our key objectives were focused on impact. Our goal was to drive visibility up around core verticals including Select Car Leasing’s Van products and pages. The links and coverage needed to be relevant and of a high quality. All work undertaken had to supplement ongoing on-page improvements.
The Solution
Using a blend of short and long-term digital PR tactics, the team began building coverage and links centred around Select Car Leasing’s key products.
The short-term tactics included reactive pitching and thought leadership articles featuring advice and tips from the brand’s inhouse experts. This helped to drive the ultra-niche links and support E-E-A-T signals with links from industry publications.
Our longer-term campaigns included a hero campaign that centred around a trending topic to drive visibility and quality backlinks at scale to the Van section of the website. We created a campaign around the growing social trend of #VanLife. This helped to drive links from both high-traffic, high-authority domains and also niche publications while opening Select Car Leasing up to new audiences.
