back to thedrum.com
Reboot Online has used the following skills/services in the project.
Money.co.uk proudly helps consumers save money and make important financial decisions. Its website offers a free, online comparison tool that can be used to compare thousands of financial products, and shares valuable expert advice.
The team at money.co.uk approached us to brainstorm reactive campaigns to link to some of their inner pages.
We were already familiar with the benefits of newsjacking campaigns, having earned brilliant placements from previous projects. Even though reactive campaigns are spontaneous by nature (responding to breaking news and trending topics as they happen), there is still room for forward planning.
Our expert digital PR team maintains a calendar of international days and annual events to inspire potential campaign topics whilst granting more time for creative ideation. This gave us a head start for money.co.uk’s goal.
The digital PR team created a reactive calendar specific to money.co.uk’s targeted requests. We included upcoming entertainment releases, royal events, national and international days and official data releases from ONS and Eurostat. This allowed us to pre-plan our press release ideas so that we were certain to coincide with the current news cycle on any given day.
We also kept an eye on the latest daily news to ensure we were ready to jump on any reactive story at all times.
Once the relevant days were selected, the team brainstormed ideas for planned reactive campaigns.
One trending story we acted on was the reports of Harry and Meghans’ anticipated step down from their royal duties. This led to the creation of our campaign "How Harry & Meghan could earn money after they step down from royal duties" for money.co.uk.
Even though we had a short window to work in, it was easy for our expert digital PRs to provide highly valuable content, thanks to their pre-planning of the reactive campaign. Throughout the month of Harry and Meghans’ departure from duties, there were endless articles published on the topic and was continuously discussed in the press. This allowed us to continually re-outreach our campaign, which gained more than 25 pieces of coverage in response.
Thanks to the pre-planning taken by our digital PR team, we were able to react swiftly to the “sudden announcement” about Harry and Meghan.
For money.co.uk, this meant more than 25 pieces of coverage on sites that had an average domain authority of 75—a strong presence across highly influential sites.
We achieved our goal of providing heightened coverage and links to money.co.uk’s inner pages, securing relevant placements across high-authority national sites and industry-specific news anchors. In turn, this helped spread “link juice” across money.co.uk’s site, thanks to deep links within the website.
