HOW TO MOD YOUR MOTORHOME FOR THE ZOMBIE APOCALYPSE
Comfort Insurance are an award-winning insurance provider, specialising in cover for motorhomes, caravans and campervans.
When they approached Latitude, their goals were clear. They required a strategy that would bolster their online visibility.
Comfort Insurance are an award-winning provider of motor insurance, specialising in providing insurance for motorhomes, caravans and campervans.
Our challenge was to create a standalone creative project designed to enhance the brand’s online visibility and drive traffic to the site.
Based on what we already knew about their target customer, and the seasonal interest with regards to the October launch date - Latitude created an interactive landing page experience hosted on the Comfort Insurance domain titled...
“How to Mod Your Motorhome for the Zombie Apocalypse”
Generate 10-15 natural backlinks to improve the overall organic performance of the Comfort website
Generate 500 social engagements
Our Primary KPI was to improve online presence and brand awareness for Comfort Insurance.
Comfort also wanted the content to appeal to the younger segment of the client’s target audience.
Before creating the content, we researched and identified a range of active sources we knew we could get shares and links from.
This included several online “geeky” fandoms including a number of zombie/horror communities, and, crucially - subscribers to content sharing sites such as Reddit.
We leveraged suggestions from this target audience, including the ideas for all the features they thought we should include within the campervan itself - thus making it an audience-led piece of content.
Our Graphic Designer focused on giving the page a graphic novel theme, taking influence from The Walking Dead comic series.
Using the fan insight as a starting point, we hosted internal focus sessions to conceptualise various post-apocalyptic situations and features from film and TV they that’d like to see in the motorhome
Using these ideas, we started to shape a basic visual of the van itself.
Our Copywriters created bespoke content for each of the items - creatively written in the tone of voice of an apocalypse survivor to add to the dramatic theme of the piece.
We created labels for around 50 unique features, demonstrating the level of depth and authenticity we felt necessary to “wow” our target audience.
We then optimised the page accordingly, making internal links to the three main product areas of the site as clear as possible - channeling link authority generated to these key areas.
In addition to the features that were labelled, we included less obvious pop culture “Easter Eggs” to appeal to the more eagle-eyed readers.
Niche features like these especially, were picked up on by members of our online communities, who in turn, shared and linked to the page.
Once the page was completed, we could engage once again with our initial online fan base to inform them of how their suggestions had been used in the piece, giving them more inclination to share or link to the project.
168 backlinks generated from 32 unique domains
(including high authority links from PlayStation.com, Rotten Tomatoes and The Drum).
1,000+ social engagements.
Backlinks generated led to our main target keyword “motorhome insurance” (9900 UK monthly searches) moving from position 5 to position 2 in the SERP.
The second most viewed page on the Comfort Insurance website (new users) from October 1st 2017 - November 30th 2017.
The fifth most viewed page for total views from October 1st 2017 - November 30th 2017.