Digital PR & Marketing

Select Car Leasing, a leading car leasing business in the UK, faced significant challenges in a highly competitive automotive industry where 92% of car buyers begin their journey online. The niche area of van leasing required the creation of relevant and engaging stories to enhance visibility and drive traffic to their core product offerings. The primary objective was to increase visibility around Select Car Leasing’s van products while ensuring that the links and coverage obtained were of high quality and relevant to their target audience.

To address these challenges, a strategic digital PR campaign was implemented, utilizing both short-term and long-term tactics. Short-term efforts included reactive pitching and thought leadership articles featuring insights from the brand’s in-house experts, which helped secure ultra-niche links and bolster E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals through placements in industry publications. The long-term strategy revolved around a hero campaign that capitalized on the trending social phenomenon of #VanLife, which not only drove visibility but also generated quality backlinks at scale to the van section of the website.

The results of the campaign were significant and quantifiable. Select Car Leasing successfully defended its number one position for the keyword ‘car leasing’ and achieved remarkable improvements in search engine rankings for specific keywords, elevating ‘small transit’ from position 58 to position 1 and ‘peugeot small van’ from position 56 to position 1 on page one. Additionally, the number of referring domains increased by 158%, organic traffic rose by over 14%, and the overall number of page one positions increased by 29%, with a notable 40% increase in page one positions specifically for the van section. This comprehensive approach not only enhanced the brand's online presence but also opened up new audiences, demonstrating the effectiveness of tailored digital PR strategies in a competitive market.