InsuretheGap.com offers a range of GAP policies designed to protect customers whether they have paid for their car with vehicle finance, a bank loan or a cash payment and can provide cover for vehicles up to £150k in price for motorists of all ages.
InsuretheGap.com is a relatively new site, having launched in July 2016, so the immediate focus was to establish and improve its ranking performance and drive traffic to the site.
We were eager to develop a content idea that was broad-ranging in terms of appeal, and still relevant to the gap insurance sector and would help us to achieve our aim of gaining high-authority press and media links.
We decided that the upcoming launch of the latest Fast & Furious film presented a good opportunity to do just that, given the box office success of the previous installments, the franchise’s popularity and fan-following and the potential to create a data-driven content piece.
To gain authoritative links, we planned to target the following niches, using our media database LinkLab:
For the content itself, our team watched all seven movies to gather data on the following:
We worked with classic car consultant Nacho Llacer to value the vehicles and calculate the cost of the damage caused. We then created graphics for the UK and the US displaying all the research.
We then launched the campaign ahead of the film’s release date in April.
average domain authority
pieces of coverage
Acquired high authority/quality links and coverage from 40+ countries.
256 links to date from publications such as:
Hollywood Reporter created a video going through all our statistics:
Blog post generated 76.95% of site traffic since March 2017
Referral traffic from natural and acquired links drove 6,210 sessions and 5,799 new users to the site