ALA Insurance overlaid on an image of a car

ALA Insurance | How We Dominated A Search Term’s Top Spots Through A Data Led, Evergreen Campaign

ALA Insurance is the UK’s leading gap insurance provider. As a digital PR client here at NORTH, our focus is to build both organic visibility and brand awareness.

How did we identify the opportunity?

ALA Insurance’s audience is predominantly male, through this campaign we wanted to extend reach to a female audience particularly busy mothers, to diversify ALA’s customer base and reach a different and wider audience of consumers who are  often responsible for life admin such as car insurance.

The strategy for the ‘Family Friendly Service Stations’ campaign was to create a jargon-free, insightful and helpful campaign that genuinely supports parents and caregivers to make informed and well researched decisions when it comes to planning a journey.

To hit our objectives of increasing direct traffic and a top five spot in the relevant SERP we knew we needed to target key publications that our consumers would be reading and build organic backlinks and brand mentions.

What did we do?

We created a data led campaign looking at the most family friendly service stations in the UK for our GAP Insurance and car warranty client, ALA Insurance.

We looked at a range of factors including food and cafe options, the number of shops, children’s play areas and outdoor amenities. Our data journalist then crunched all these ratings to give an overall score. By creating a unique data set, we could give journalists something new, they couldn’t obtain themselves. 

We created this campaign ahead of the school summer holidays, when the topic would be most relevant to journalists and more importantly those parents and caregivers searching for ‘family friendly service stations’.

What outcomes were achieved?

To date we’ve secured 31 placements in highly relevant titles such as Surrey Live, The Sun and The Express.

Through our targeted outreach we secured links with highly relevant anchor text such as ‘GAP insurance provider’. This is not just link building, this is tactical link building. 

In the days that followed the October Half Term re-launch of this campaign, we saw our coverage and links have a positive impact on direct traffic. Following the campaign going live, direct traffic increased to the ALA Insurance domain, our relevant campaign led to increased visitors to the site seeking advice and expertise. 

The beauty of this campaign is its evergreen and it can be rolled out again and again – we’ve outreached during every school holiday since we originally launched in summer 2023 and the campaign isn’t showing any signs of slowing down yet.

Final thoughts:

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