Digital PR & Marketing
JBH
Full Credential Description
Uswitch, a UK-based price comparison platform, faced the challenge of driving traffic to their website through a campaign that would generate extensive links across multiple niches. The objective was to create a campaign with evergreen content that would remain relevant over time, allowing for continuous link generation despite the changing news cycle.
To address this, the team conceptualized a campaign centered around "Iconic TV moments we miss the most," leveraging IMDb ratings to identify popular TV shows and Ofcom data to highlight the most complained-about moments. This approach enabled the campaign to appeal to a broad audience, targeting both worldwide and UK press with timely and relevant content. The campaign coincided with significant television events, including the Oprah Winfrey interview with Prince Harry and Meghan Markle, Piers Morgan's response on Good Morning Britain, and a dramatic moment from Love Island. By consistently updating complaint statistics, the team capitalized on these trending stories, securing high-profile links in major publications such as The Sun, The Mirror, and The Express.
The results were impressive: within just 10 working days of the campaign's launch, Uswitch exceeded its initial KPI target, achieving 103 pieces of coverage and an average Domain Rating of 69. The versatility of the campaign allowed for the repurposing of data into new hooks, transitioning from "The Most Missed TV Moments" to "The Most Complained About TV Moments," which further enhanced its impact. This case study exemplifies the effectiveness of reactive PR, resulting in significant media coverage and valuable links for Uswitch.