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.
This saw On Stride entering an incredibly competitive search market. Following the deployment of updates to Google’s Panda and Penguin algorithms, it was essential that we deployed a natural and sustainable strategy.
To succeed as a new entrant in this market, Stickyeyes would deploy a strategy that was focused on the creation and distribution of high quality content. This content would be the foundation for search activity that would earn high quality brand coverage and backlinks.
This activity was supported by a paid search campaign that would drive sales at low cost in this extremely competitive sector.
As a new brand entering an incredibly competitive market, we created a content-led strategy to achieve excellent coverage and high quality referrals.
We were clear from the outset that our approach to acquiring backlinks and referrals was to be completely organic, placing content at the very forefront of our strategy.
In order to achieve the desired levels of coverage, we sought to focus 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) we hoped to secure high value mentions, quality backlinks and expose a relatively new brand in the UK financial sector to a wide audience.
Our content-led approach yielded excellent results for On Stride, delivering outstanding levels of coverage, particularly for a brand that was new to the UK.
Our earned media activity since April 2014 has delivered more than 50 individual items of live coverage, with an average domain authority (DA) of 56.
Coverage was earned in a number of high profile publications, including The Metro, The Independent, The Times, Huffington Post, France Today, Inquistr and The Mirror, as well as a number of high profile blogs. Television coverage was also earned on ITV’s Good Morning Britain.
The levels of coverage achieved significantly aided performance in organic search rankings and traffic.
Having started the campaign in April with an average ranking position of 101 for the core keyword set, we were able to increase average rankings to 28.88 in just ten months. This rankings growth resulted in a 523.65% growth in traffic and a 490% growth in leads over the course of six months, vindicating our decision to adopt a content-led approach.