The Client

PayPlan is the UK’s largest provider of free debt solutions, advising and supporting over 100,000 people in the UK every year.

The Challenge

The objective for this campaign was to generate PR coverage and links for PayPlan to position them as debt management experts.

The Strategy

We needed to create something that was not just newsworthy and interesting to the press, but also linkable. We worked with PayPlan to create a UK debt map that allows users to enter their postcode and see various stats, including average debt in their area, new IVAs and number of people advised by PayPlan in the area.

We also ensured that this was embeddable on external sites to encourage linking to the page for SEO value.

Prior to launch, we exclusively contacted relevant journalists to allow beta access to the debt map, ensuring coverage at launch.

The Results
page views
pieces of coverage

The debt map received over 15k unique page views within a month, with our coverage being in the top five traffic sources. As a result of the campaign, we secured over 45 pieces of coverage in national, regional and trade press as well as authoritative online sources, including: