Maze is celebrating again after landing another prestigious International Content Marketing Association award.
We were a bronze winner in the best use of digital PR category for our driving test waits campaign with insurance broker Adrian Flux.
The content-led initiative saw us produce a helpful blog – that has been updated since – on the company’s learner driver hub to help teenagers find a way around the backlog. It highlighted the areas, and centres, with the longest and shortest waits and was then packaged up with differing news hooks to national and regional press.
This effort led to a huge total of 95 placements and 82 backlinks being secured across the UK, including high-profile coverage in The Scotsman and The Yorkshire Post.
“It’s always great to have our work recognised”, said our partner David Wilson.
“But it’s more important to continue making a positive impact for our clients and this project was the perfect example of the rewards available to businesses that invest in clever creative campaigns.”
With the brand’s domain authority (DA) – a score that predicts how well a website will rank on search engines – sitting at 59 at the time of the publication, the average DA of those 82 placements matching that number would have helped the website’s position on Google.
Total traffic to the campaign landing page of 26,760, including 17,541 who arrived via organic search, shows how discoverable it was and how the links would have contributed as a significant ranking factor.
The content was also engaging because the average time interacting with the content was one minute and 43 seconds, 41 seconds higher and 66% more than the average.
A total of 8,600 users (32%) scrolled to the bottom of the page and read more than 75% of the content which is impressive given that most people would have got to their region’s information before then and it’s 10% higher than the average scroll depth for learner driver hub articles.
