Go.Compare: Outreach Case Study
Go.Compare is one of the UK’s leading insurance comparison websites, providing a range of fantastic deals on a wide range of finance products from car insurance to broadband.
In 2021 we were tasked to develop a 6-month outreach campaign which provided a significant increase in coverage across relevant publications for 8 core insurance products.
We were required to ensure every campaign was FCA compliant and that all results were accurately recorded to ensure maximum transparency.
An outreach plan was developed to utilise the brand’s experience, industry experts and insights to develop a series of campaigns that primarily focused on helping the customer. Each campaign focused on these primary objectives:
- Utilise key internal and partner data to provide engaging insights to support journalist stories
- Work closely with product owners to utilise their experience to develop engaging stories
- Create new data through bespoke consumer surveys to provide unique stories
- Build journalist relationships to help increase feedback and collaboration
- Develop reactive stories to provide comments on breaking news stories
Each outreach campaign was successfully launched on time and gained the target coverage.
After the initial 6 month project, we have been retained in 2022 and 2023, developing over 56 unique campaigns, exceeding over 600 pieces of coverage across some of the UK’s most reputable publications.
The results of which have helped, support the brand’s wider SEO strategy, helping to increase organic rankings for some of the industry’s most competitive keywords.
“The team at It Works developed a fantastic outreach strategy and clearly understood our current needs and challenges.
They have already delivered a number of outreach campaigns which have not only increased brand awareness but have helped us to educate and engage with our target audience.”Victoria Tagg, Head of SEO at GoCompare