COLLINGWOOD CAR INSURANCE: 77% INCREASE IN ONLINE REVENUES

Collingwood Insurance Services partnered with Mediaworks to buck the trend of using aggregate and comparison sites to target its customers directly. By working with the DVLA to create unique data-led content, we were able to help Collingwood stand out in its competitive marketplace and engage with its target market. Leveraging national and local media in addition to fuel customer acquisition through a targeted organic search strategy, we were able to support the award-winning insurance specialist to exceed its commercial goals.

Acquisition

70%

Increase in learner driver enquiries

Growth

77%

Increase in revenue

Visibility

69%

Increase in traffic

Acquisition

70%

Increase in learner driver enquiries

Collingwood Insurance Services is an award-winning specialist in cover for learner drivers, taxis, and couriers. In an extremely competitive financial services market bound by stringent regulation, many insurers have become reliant on aggregate sites such as Compare the Market in order to generate new business.

Collingwood chose Mediaworks to forge a more effective and direct path to its customers, with a focus on learner drivers in particular. Mediaworks aimed to help the client stand out in a competitive marketplace and engage with Collingwood’s target market by creating impactful and engaging content. We consulted with the DVLA to produce a unique dataset on key driving test statistics, including the most common mistakes, first-time pass rates, and general pass rates by demographic and location. With this, we created an engaging and interactive infographic to anchor future insights.

By developing a unique, newsworthy, and evergreen dataset fuelled with creative design, we designed an asset that has helped Collingwood own the conversation in the learner driver space, producing ongoing insights and news pieces. By leveraging national and local media contacts, this newsworthy content generated national and local coverage and drove interest and high-authority inbound links to the Collingwood website. The regional syndication of the campaign is unmatched and ensures the client reached its target audience in every area of the United Kingdom.

The campaign proved that content is king, generating a 69% increase in traffic and helping to move Collingwood onto the first page of Google for highly competitive target keywords. The increased traffic and subsequent conversions resulted in an outstanding 77% year-on-year increase in revenue.

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