The objective for this campaign was to generate PR coverage and links for Payplan positioning them as debt management experts. To this end, we wanted to create something which was newsworthy and interesting to the press, as well as being linkable.
We worked with Payplan to create a UK debt map which allows users to enter their postcode and see various stats including average debt in their area, new IVA’s and number of people advised by Payplan in the area. This was embeddable to allow for extra SEO value. We gave influential journalists early access, allowing for plenty of coverage at launch.
As a result of the campaign we secured over 20 pieces of coverage in national, regional and trade press as well as key online sources including the BBC, Independent and Daily Mail. The debt map received over 15K unique pageviews within a month, with our coverage being in the top five traffic sources.