Australian Seniors
Exposing funeral cost pressure to fuel powerful PR and SEO wins.
*White labelled services as part of Hill + Knowlton.
AWARDS: Interactive's Asia-wide PR Awards for the 'Best Insights-Driven PR'.
Challenge
Australian Seniors’ funeral insurance product page was languishing on page two of Google (rank 14), failing to attract traffic via search.
To earn high domain authority backlinks and improve rankings, we needed to find a way to make funeral insurance newsworthy and provide a compelling reason for publishers to link back to the Australian Seniors website.
Insights
When mining Australian Seniors own data, we not only found that funeral costs were rising, but that people in some parts of the country were paying more than others - This tension became the backbone of our campaign.
Through social listening, we uncovered stories about colourful characters who had been looking to offset funeral costs by building their own coffins.
Despite this, we sensed that funeral costs were not something typically talked about among families. Search analysis showed us that awareness of funeral insurance as a solution was not well known.
All of this pre-research informed the survey we built with CoreData to add newsworthy rigour to our initial insights.
Strategy
The disparity in funeral costs between regions in Australia became our hook, tapping into the cognitive bias of inequity aversion.
From a media standpoint, this allowed us to tap into the regional syndication of publishers in Australia, empowering local pubilcations to make the story their own.
Media outreach was focussed on publications with a higher propensity to provide followed backlinks, high domain authorities and journalists who displayed inequity aversion in their writing.
As a closely related term to funeral insurance, funeral costs became our target term - we built funeral cost calculators, the whitepaper, video assets and infographics to give journalists a reason to link back to the Australian seniors website.
Outputs
Insights
Social listening
Search analysis
Survey design
PR
Tension analysis
Story angles
Media outreach planning
Data narrative
Website
Asset ideation
- Cost calculator
- Whitepaper
- Infographics
Analytics
Backlink tracking
Media impact scoring
SEO performance
Results
56
Followed links
12
Organic search rank improvements for ‘funeral insurance’
2nd
Post-campaign ranking for ‘funeral insurance’
1
Interactive's Asia-wide PR Awards for the 'Best Insights-Driven PR'.
Get in touch.
Send us a few details about your business, audience and the problems you’re facing, and let’s catch-up for a 30-min, no obligation chit chat.