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London’s Best Commuter HotspotsTotallyMoney.com

#DataDriven #BackLinking #CreativeCampaign #BrandAwareness #InteractiveContent #LinkBuilding #MediaCoverage #Finance

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Client overview

TotallyMoney.com are among the UK’s top credit eligibility and comparison specialists. They assist their clients in getting the credit they need, through an eligibility check that matches people to credit cards or loans that have the highest percentage chance of acceptance.

Key points

Client challenge

TotallyMoney.com works in the highly competitive industry of credit comparison. In order to get an edge on the market and promote their brand awareness and SEO visibility, they wanted to create data-driven, impartial content that would both earn links and also help users to make informed decisions about their finances in a simple and fair manner.


Kaizen brainstormed a number of ideas and went on to develop a piece on “London’s Best Commuter Hotspots”.

This took the form of an interactive heat-map of 89 commutable towns and cities outside of London, giving the user the ability to find the best location for them based on their desired commute to work. The tool’s core selling point was its targeting at disgruntled, disillusioned Londoners who felt that they had been priced out of London, and were considering buying outside of the capital.


The tool was well-received and highly publicised by national and major publications such as the Daily Mail, The Metro, City AM and AOL, as well as a high number of regional publications such as the Surrey Mirror and the Gravesend Messenger.

As well as receiving 70 pieces of coverage promoting brand awareness among potential clients, and 69 followed links contributing to the TotallyMoney.com domain SEO value, the tool was a significant contributor to the Drum Content Award for Best Financial Services Campaign which was won by TotallyMoney.com, as the piece was submitted as part of their ongoing finance campaign.

Originally launched and outreached in 2016, due to the success of this piece, in 2017 TotallyMoney.com and Kaizen collaborated on updating the tool with the latest data. Once this had taken place, TotallyMoney.com independently re-outreached the tool, meeting again with wide success due to the reusable value of the tool.