Spreadex: Building expertise, authority and trust
Spreadex Ltd is a British-based company that offers financial spread betting, sports spread betting and sports fixed-odds betting. They commenced trading in 1999.
Spreadex wanted Branded3 to help them improve their visibility and authority in the financial industry. Ultimately, we aimed to position them as a leader in financial and sports spread betting by building expertise, authority and trust.
In order to build the authority that Spreadex wanted, we decided to focus on a newsjacking strategy. In its simplest form, this means offering a comment to a journalist or the press about a current news story which may be of interest to/have an impact on the client’s target audience.
As we never know when a story is going to ‘hit the headlines’, we have very little planning over the strategy. However, in our experience this is probably one of the most effective tools when it comes to gaining online coverage and increasing back links.
As part of the recommended newsjacking strategy, we continually monitor the news (planning around future events that we know are scheduled to happen), and build relationships with influential online journalists.
This campaign has received more than 20 pieces of individual coverage on sites such as the Independent, Adweek and the Guardian. Within the first six months of working with the client, we were able to acquire more than 50 authority links.
Ladbrokes: Wimbledon Summer Party
Ladbrokes is a world leader in the betting and gaming industry with over 2,700 betting outlets in the UK, Ireland, Belgium and Spain and over 800,000 active online customers.
We began working with leading gaming company Ladbrokes in October 2012. We have a great close-working relationship with the Ladbrokes team, which sees us working across its sports offerings too.
The Wimbledon blogger event was created by the team as a means to capitalise on the excitement and buzz surrounding one of the biggest events in the sporting calendar. Events such as Wimbledon provide a great opportunity for Ladbrokes to appeal to existing and new customers and place them at the centre of conversations about an international sporting event.
The event was hosted on the evening of the semi-finals – positioned as a Wimbledon after-party, tapping into the conversations around the semis and the building buzz for the finals. We invited a selection of London lifestyle bloggers to join us for the evening, playing Wimbledon-themed games and, unfortunately, rerunning Andy Murray’s defeat.
Iconic sporting events such as Wimbledon see the whole country really getting into the patriotic spirit, and we wanted to capture this excitement with the event and our bloggers.
The theme for the event was ‘Best of British’, celebrating all the things we love about Wimbledon; Pimms, strawberries, scones and jam – and we even asked our blogger guests to get in the spirit with a white themed dress code and accompanying sweat bands!
By creating a fun and engaging event, we ensured our blogger guests were keen to write about the event afterwards as well as sharing their experiences across multiple social channels throughout the evening – placing Ladbrokes amongst the conversations and excitement surrounding the upcoming finals.
The majority of attendees covered the event with photos and write ups on their personal lifestyle blogs and included links to our onsite event page.
Cotton Traders is a British clothing company, specialising in Women’s and Men’s leisurewear.
Cotton Traders’ audience is predominantly women over 50, however the brand were looking for a campaign that would allow them to enter online conversations outside of this age group. Branded3 was set the challenge of increasing online coverage, brand mentions and back links to the website through reaching out to a younger and more active online audience.
Mother’s Day is a huge occasion across the UK, which brings generations together to celebrate. This created the perfect opportunity to reach out to a younger audience whilst still appealing to Cotton Traders’ core customers.
We thought it would be nice to celebrate inspirational mums across the UK by creating an interactive gift guide, providing ideas for those looking for creative and meaningful gift suggestions this Mother’s Day.
We carefully selected 15 bloggers to contribute gift ideas to be featured in the guide, who in turn showcased the finished guide on their own blogs.
To complement the campaign, we also ran a Facebook competition encouraging people across the UK to nominate an inspirational mum to win a special prize. This generated 106 entries and a reach of 38,604 people.
The campaign received 15 pieces of individual coverage with 15 links. The page received 780 visits across February and March both directly from the bloggers’ posts, social media coverage and the Cotton Traders e-newsletter.
Black Friday – Creating a Online Buzz
As a digital marketing agency, we are always looking for ways to position ourselves in creative and authoritative ways online. One such campaign that was created in response to this was our Black Friday Campaign, a simple campaign, created by Branded3 that demonstrated our authority and expertise in eCommerce and retail industry.
After identifying a credible data source detailing the speed at which people were spending money on Black Friday, we used the data to produce a simple counter on a web page to draw attention to it.
We secured coverage on some of the UK’s biggest sites including the Mail Online and Telegraph. Overall 62% of the total traffic to the page came from the coverage and links secured by the PR team with the Mail Online driving over 4K visits alone.
Cotton Traders – Encouraging Conversation with Engaging Content
Cotton Traders is a casual clothing company, with a rugby heritage.
The main objective of this campaign was to create engaging content to sit on the Cotton Traders site for Christmas and to collaborate with influential bloggers.
We created an interactive advent calendar with a different Christmas-related ‘tip’ behind each window. We also engaged with 16 bloggers to create the content for the calendar.
Overall the advent calendar secured 17 links, with almost a quarter of all the visitors to the calendar came directly from links on the influencers’ websites.
Inchcape – Crafting a Journey to Conversion
As a global automotive retailer Inchcape were looking to improve the CRO of its Cooper BMW manufacturer site.
With the objective of maximising conversions for their used car channel through telephone contact and online forms, we delivered a 20% increase in leads and reduced the bounce rate by 39%, enabling users to find exactly what they were looking for.
There was also a 10% increase in average visit duration, meaning that customers were staying on the website longer, and were more likely therefore to convert as a result.
Ladbrokes – How well do you know your team
The aim of this campaign was to put Ladbrokes at the centre of conversations surrounding the Premier League, whilst also producing links to its sports pages.
We created a quiz ‘How well do you know your team?’ whereby fans select their football team and answer ten questions to test their knowledge. The most important component of this was the league table at the front to tap into fans’ competitiveness.
We used a combination of paid media and fan forums to ultimately increase traffic to the quiz. We then collected all users’ scores in the back-end and released newsworthy stats to journalists and fan sites to generate coverage and links back to the quiz.
The quiz was incredibly popular, and has been viewed over 30K times with an average time on page of four minutes, in addition we were successful in generating 50 links to the quiz.
PayPlan – Securing National Coverage
The objective for this campaign was to generate PR coverage and links for Payplan positioning them as debt management experts.
The strategy behind this was to create something that was both interesting and linkable to the press. We created a UK debt map which allowed users to enter their postcode and see various stats relevant to their area; including average debts, new IVA’s and number of people advised by Payplan in the area. We also ensured that it was possible to embed the debt map on external sites to encourage linking to the page for SEO value.
The campaign was hugely successful, it received over 15k unique page views within a month and secured over 45 pieces of coverage in national, regional and trade press.