Client: Carfinance 247
How CarFinance 247 became a go-to for national motor journalists
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 strategy that we’d elevate the brand from anonymity among the media, to the go-to for all things motoring.
Our brief was to cement and maintain the online car finance brokers’ industry leading position among its core audience, while raising awareness across millennial, lower-income Brits. CarFinance 247 celebrates the joy of driving, so that needed to underpin our comms too.
Reactive PR was key to our success
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.
We called on 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, with strong brand prominence (we’re talking whole features dedicated to them). 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.
Speeding ahead with authority & expertise
Shifting it up a gear with planned PR stories
Supplementing this drumbeat of reactivity were planned activations. We comb existing datasets to tell new stories. Examples we love shouting about are the little-known driving laws that could land motorists a £2,500 fine, plus the best and worst places in the UK for free parking. The Sun, The Express and regional media couldn’t get enough.
A rear-view look at the results (November 2020 to December 2022)
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