Client: CarFinance 247

Earning backlinks through reactive PR

358

backlinks (with 121 National hits)

25 million

estimated online coverage views

75

average DA of earned backlinks

We got behind the wheel of CarFinance 247’s digital PR in November 2020. Little did we know while revving our engines for a Fame and Findability strategy that through a reactive PR approach we’d elevate the brand from anonymity among the media, to the go-to for all things motoring.

Drivers point of view image of a dual carriageway full of cars. The weather conditions are quickly switching from ordinary to bright sun to rain to foggy.

The brief

Our brief was to cement the online car finance broker as the leading industry voice on all things motoring.

With a focus on earning high volumes of earned PR coverage, it was essential we positioned the brand among its core audience as the provider who had drivers - specifically low-income, millennials - best interests at heart.

Creativity & execution

Reactive PR

We monitored the news as it happened — think government announcements and innovations. Plus, kept an eye on the road ahead (from emerging trends to the weather forecast amid a record year for heatwaves and storms) and if that seemed uncertain, we made bold predictions.

And we were ready to call upon CarFinance 247’s co-owner to be our ‘Motoring Expert’. He saw we knew our stuff and was willing to be brave. Every well-researched comment we crafted and converted to coverage was honest but solution-led — that’s true thought-leadership. A speedy approval process helped us be agile.   

Before we knew it, he was the go-to for journalists. The Express was always in our inbox — we’ve landed CarFinance 247 there over 40 times in a year alone, with strong brand prominence (we’re talking whole features dedicated to them).

The coverage to really hoot about… The Times ran a profile, commending the brand’s success with key messages around car finance being a budget-friendly solution to its vast online readership.

An image of cars driving on a motorway. all of them are indicating except for one.

Planned PR campaigns

Complementing the rapid pace of reactive outreach, we implemented a series of well-planned digital PR campaigns designed to add depth and substance to the brand's key messages.

These campaigns provided an opportunity to strategically reinforce the brand’s narrative while leveraging the offsite storytelling techniques we know the media find irresistable —such as uncovering ‘little-known laws’ and ‘the one thing’.

A favourite of ours revealed the little-known driving law that could land motorists a £2,500 fine. Of which The Sun, The Express (and regional media syndication) lapped up.

If you’re interested in working with us on your own digital PR

Let’s talk. 

hello@wearebottle.com