money.co.uk are a financial comparison website established in 2008 by serial entrepreneur Chris Morling. Based in Cirencester and London, they attract millions of visitors every month to their website, which compares over 17,000 financial products and offers consumers the best tools and information in the industry.
Rebuilding the castle.
money.co.uk had planned significant renovations of their HQ, a castle formally known as The Barracks in Cecily Hill, Cirencester.
Edit were challenged to use the opportunity to make an online campaign about the renovations, to promote the brand for SEO gain and to drive backlinks to the site.
Aligning with the values
Edit worked alongside money.co.uk’s internal PR team to make sure we mirrored and delivered their core messages consistently. Our focus was to ensure we communicated that the renovations were carried out to empower employees and offer an amazing environment to work in.
Reaching niche audiences.
After thorough research and planning, we split our seeding for the campaign outreach into different niches, including interior design, architecture, and viral sites.
We then looked to set up exclusive interviews with the design team behind the castle, which included celebrity designer Laurence Llewlyn-Bowen.
After the big day.
Following the launch event, we outreached to sites with the story behind the castle and the reasons for the renovations. In order to provide the journalists with something to link back to onsite, money.co.uk created a central hub which provided users with information about the castle. This included a video tour, a Q&A with the design team, and staff.
The results we received were phenomenal, with backlinks to the money.co.uk site on publications such as The Daily Mail, The Metro, Business Insider, and The Entrepreneur.
The campaign was talked about across 13 niches, from architecture to Star Wars publications, and was features in the news outlets all over the world.
The campaign page received over 13,000 visits and the average time on page was 00:03:19.
pieces of coverage