Halfords: Tyres on the Drive operate in a highly competitive environment where online visibility is key to driving high quality, cost efficient leads. They approached BBI to help them create a high performing content campaign that would drive immediate leads, as well as add value to their longer-term organic rankings.
The approach
An intelligent approach to content
Our research and insight highlighted a key issue for drivers which was the lack of knowledge and experience in changing a wheel on the roadside. Instead of using this to create on page copy, we took a more creative approach by recommending an interactive game which challenged people to prove they knew the correct stages of how to change a tyre. This would encourage participation and sharing amongst a wider audience, whilst at the same time capture multiple data points and reinforce positive brand sentiment
The interactive would also enable multi-channel engagement, amplified via social and owned media, as well as seeded via earned media to connect publishers to TOTD and secure backlinks.
The results
Higher visibility, lower CPA
Through our creative approach we were able to reach over 230,000 unique users and attribute over 200 sales directly to the activity at a CPA of only £14.93. In addition 6 backlinks were secured through PR outreach including the Daily Express and Spectator Life, with an overall domain authority of 55.
30 %
increase in organic traffic
230 K
unique users reached
200 +
attributed sales
Find out more about our unique approach to driving true performance