Motorpoint
Digital PR campaigns secure coverage to promote new 'Sell your car' service
- 45+ Pieces of quality coverage
- 2.5M+ Reach to existing and new audiences
- 175k+ Sessions to the target page (7k+ YoY)
Project overview
Motorpoint is the UK’s largest independent retailer of nearly new and used cars and vans. They approached Herd as they needed help with their existing digital PR strategy to promote their recently added new 'Sell Your Car' service and associated landing page.
We identified link building opportunities by carrying out an in-depth competitor analysis which uncovered content and link gaps. Along with Motorpoint’s target domain list we built out a list of appropriate media contacts, which included motoring and niche sites.
The brief
Motorpoint wanted Herd to enhance their current activity by working alongside their internal PR team, which would focus on a different category of the site. We pitched and prepared three campaigns to execute over the course of three months, aiming to secure a target of 18 pieces of coverage.
Key objectives
- Increase brand awareness and traffic to the Sell Your Car proposition
- Improve authority and share brand expertise through outreach of informational content
- Identify and fill authority gaps through competitor analysis, and create unique, shareworthy campaigns
- Secure 18 quality pieces of coverage over the course of the project, which was exceeded
How we did it
To raise awareness of Motorpoint’s ‘Sell Your Car’ service, we appealed to the public’s head and heart, using practical expertise to support an emotional response.
The brand is already successful at landing press coverage, but found certain titles challenging, so had a desired ‘hit list’ they needed our help reaching.
Leveraging the client’s expertise, we shared advice on maximising the financial return and value of your vehicle while minimising the stress of selling a car. This achieved coverage in finance and national publications.
We paired this work with original research into the emotional value of your vehicle – showcasing how Motorpoint understand that a car’s value goes beyond money.
Survey data paired with advice from counsellors and psychologists enabled us to secure national and trade coverage that spoke to Motorpoint’s values and expertise within a competitive industry.
Project highlights
Coverage spanned across major publications, significantly enhancing Motorpoint's visibility and credibility.
More than half of these domains included direct links to Motorpoint's website, boosting their SEO performance and driving substantial organic traffic.
The campaigns led to a remarkable increase of over 175k sessions to the target page, reflecting a growth of more than 7k sessions year over year.
This surge in traffic highlights the campaign's effectiveness in engaging the audience and driving them to the desired content.
Executed three Digital PR (DPR) campaigns within a three-month period, demonstrating the team's efficiency and ability to manage and deliver high-impact initiatives within tight timelines.
Each campaign was underpinned by extensive research, including surveys and data analysis, to generate unique and newsworthy ideas that captured media attention.
