Background:
Absolute Reg is a UK-based specialist in personalised number plates, making the whole process of buying and registering private plates as simple and affordable as possible. Since launching in 2010, the brand has built a strong reputation for offering great value, convenience, and a service customers can trust.
The brand came to us looking for a digital PR campaign that would help them land media coverage, earn high-quality backlinks, and boost brand awareness among both new and existing customers.
We had just three months to deliver a strong digital PR campaign, focusing on positioning Absolute Reg as trusted motoring experts and one of the UK’s go-to number plate suppliers.
Strategy:
With such a short timeframe and a competitive niche to break into, this campaign needed to work hard and deliver fast.
One of the biggest challenges was cutting through a crowded motoring market. Big name brands dominate most of the media space, which makes visibility difficult for smaller players. We needed to come up with ideas that would secure consistent coverage by taking an agile, strategic, and reactive approach.
We built a campaign around a mix of consumer focused stories and number plate specific advice. This included pieces on car crime hotspots, the most common driving test faults, illegal car modifications, number plate cloning warnings, and the penalties drivers face for using dodgy plates.
To boost authority and strengthen relationships with motoring journalists, we also made Absolute Reg’s experts available for comment opportunities. This led to their motoring advice being featured in major national outlets, including The Sun.
We also put our newsjacking skills to work during the ‘Barbie mania’ that surrounded the release of the highly anticipated 2023 film. Absolute Reg happened to be selling the number plate BAR 8IE with a jaw-dropping £1,048,125 price tag – the perfect hook for a fun, topical story.
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The story we told was that a die-hard Barbie fan (with very deep pockets) could own this ultra-exclusive number plate. This topical pop culture hook let us spotlight Absolute Reg’s strengths while reaching entirely new audiences. The story really resonated with the press, landing coverage in The Sun, The Express, This Is Money, GB News and The Sunday Times.
Results:
Overall, the campaign secured 297 items of coverage for Absolute Reg, generating a total of 265 links – 214 nofollow and 51 dofollow.
Success came from a strong mix of mainstream UK media and lifestyle/regional outlets, including Lad Bible, Birmingham Live, and Liverpool Echo.
Some highlights include:
Client feedback:
Jake Smith, Managing Director at Absolute Reg:
We are thrilled with the links achieved. We have worked with other PR agencies who provided substandard results, but since working with Motive we achieved several hundreds of new links resulting in increased revenue!
Want results like these?
Email us with the goals you have in mind - we’d love to work with you! hello@motivepr.co.uk
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