One Year of Content-Led Marbles Campaigns

Marbles

Summary

50%

Marbles is part of NewDay, a group that offers a number of different credit card products, with Marbles catering to those with poor credit ratings. Being a relatively new brand and competing in the highly competitive Finance space, the challenge has been around increasing online presence & brand awareness.

Key Points

  • 120 pieces of media coverage
  • 78 followed links
  • Over 4000 content shares
  • 33% increase in search visibility
  • 50% increase in organic traffic

Challenge

Marbles have been heavily reliant on paid channels for brand awareness, to drive traffic and acquisitions. Due to the nature of their offering – targeting customers with a poor credit rating – Marbles have struggled to compete with brands in the same space and natural PR coverage has been difficult to achieve.

Whilst the paid strategy is important, Marbles chose to use Kaizen to engage customers earlier through optimising SEO for generics and to gain followed links acquired through an editorial approach to drive brand awareness.

Result

Kaizen performed a full technical SEO audit & optimisation, and utilised our data-driven approach to create unique, multi-format content for Marbles.

The campaigns generated a 242% increase above what was expected of the coverage. Marbles would have had to pay nearly £250,000 for this coverage, and through using Kaizen’s trusted outreach network they had a 150% cost saving.

The average Domain Authority for the links was 48 – 60% higher than expected. This was due to the high quality coverage gained, including links that offered greater SEO value, e.g. ac.uk links from universities.

Over the 12-month period organic traffic had a 120% YOY increase, and the site’s visibility score increased by 33% (according to AWR Cloud).

Coverage was achieved across the following publications: AOL, The Express, Heart, The Mirror, The Independent, Keele University, Leicester University, The Lad Bible, The Metro, The Star, Nottingham Post, Sheffield Telegraph, The Tab, Coventry University, City AM, ITV, Time Out, Londonist, Daily Mail, Essex Live, SmallBusiness.co.uk, Marie Claire and Cosmopolitan.

“I have worked with Kaizen for over 2 years on creative campaigns for multiple brands. The team are a pleasure to work with and they always deliver on their KPIs.” Henry Keegan, Marbles.com

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