Staveley Head

Building quality links around Uber and taxi insurance

The Client

Offering insurance products to both individuals and businesses, Staveley Head have grown in both size and reputation since establishing in 1991. Now one of the most respected insurance providers, they’ve expanded their product range from car and home to include motor trade, courier and taxi insurance.

Taxi ranks in decline

Noticing a drop in rankings for the term ‘taxi’, following Google’s Phantom update in early 2017, Staveley Head tasked Edit with putting a strategy in place to improve overall rankings. They were specifically focussed on generating engagement and links around their taxi and Uber insurance.

Creating a mass appeal

Our challenge was to create a story that appealed to the media and produce nationwide coverage/links as well as attracting unique visitors to the site.

The general cleanliness of the capital is often discussed so, because of this, we wanted to see which the cleanest form of transport was between the London Underground, taxi/Uber, and London Buses.

Working with the London Metropolitan University, we ran a study that explored the cleanliness of public transport. Taking a total of 80 swabs, we found 121 different types of bacteria and mould, with some potentially life threatening.

London under the microscope

To present the findings in a way that both shocked and educated, we created the ‘London Under The Microscope’ interactive asset. This was designed to allow users to virtually explore the Tube, London taxis, and Buses using an alternative UV mode.

The UV mode added interactivity, allowing users to find bacteria, learn which types were present, and find out the health risks of encountering each one.

The results

After an exclusive launch with the Daily Mail, Staveley Head achieved 96 pieces of media coverage in just 9 days. A BBC video showcasing the results reached two million views in just 24 hours.

So far, over 18,800 people have interacted with the asset on Staveley Head’s website, with the average time spent on the page at 4 mins 35 secs – triple the site’s average.

With regards to organic visibility, Staveley Head’s traffic index jumped from 7.05% to 8.68%. We also noticed a positive impact in the taxi market, with the client ranking for 111 keywords following the campaign.

A month after launching the campaign, we saw a sudden increase in brand mentions. The asset started to spread again, achieving an extra 25 pieces of media coverage, as well as a statement released by the Mayor of London, Sadiq Khan, detailing that the city was launching a clean-up operation on The Underground. He promised, “Cleaning of the London Underground will be stepped up each night over the summer to remove metal particles, dust, oil and grease from about 50 stations and 5 tunnels.”

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Interactions

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Minutes spent on site

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Increase traffic index in the taxi market

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Increase traffic index in the motor trade market