On Stride Financial was a new brand in the UK financial services market. Part of Enova International, a prominent global lender, On Stride would bring loans of up to £5,000 over a period of up to three years to consumers who were outside mainstream lending criteria.
Not only is the search market for subprime loans and financial products incredibly competitive, it is also extremely heavily scrutinised by Google and has historically been subjected to numerous and specifically targeted algorithm updates.
To succeed as a new entrant in this market, Stickyeyes would have to deploy a completely natural strategy, using content to achieve high quality backlinks and brand exposure, whilst deploying a paid search campaign that would drive sales at low cost in this extremely competitive sector.
Because of the levels of scrutiny on some lenders in this market our strategy was based around a purely content-led approach.
In order to achieve the desired levels of coverage, we focused on the human element of money and finance, creating engaging stories that would peak the interests of our target audiences.
Using the three key distribution channels (owned, earned and paid media), we would deploy a highly influential and targeted message to the target audience.
By targeting the deployment of this content at influential publishers and media, including national press, local media networks and influential blogs, who wouldn’t historically feature brands like On Stride, we hoped to secure high value mentions, quality backlinks and expose a relatively new brand in the UK financial sector to a wide audience.
523%increase in traffic from organic search
490%increase in leads from organic search