‘The true depth of the UK’s pothole problem’ was a data-driven campaign brought to life through creativity, strategic outreach and media relations.
The campaign was designed to resonate with Confused.com’s core audience – drivers. It was also timed to coincide with an increased seasonal interest – both in search and other media – in potholes.
The campaign was one of the first fully-integrated campaigns delivered by the newly formed PR, Content and Social team, and the brand’s first link acquisition campaign which was developed and executed entirely in-house.
The success of the campaign demonstrated how a fully integrated approach can deliver excellent results.
It became our most successful campaign of 2017, both in terms of SEO link acquisition and PR coverage. The visual execution of the data highlighted the scale of an issue in such a way that it was discussed by MPs online and in Scottish Parliament by the SNP.