In our first year working with dashcam brand Road Angel, we delivered 1,160 links and a total of 1,343 items of media coverage helping to reposition the brand in the eyes of the media and establish them as a leading provider of road safety technology and innovation.

Summary

When the UK’s largest independent dashcam manufacturer approached us to boost SEO and build brand credibility we set about creating content that put Road Angel at the heart of the national road safety conversation.

Tactics

The client brief was clear - to make Road Angel synonymous with driver safety while winning links, boosting SEO and driving customers directly to the website.

We created a campaign that tapped into and led the news agenda on road safety, targeting backlinks from websites with high domain ratings.

We created an ongoing targeted campaign positioning Road Angel as experts in road safety utilising freedom of information requests and the latest government data.

Results

During the first year of engagement, we created a series of content pieces highlighting Road Angel's expertise as road safety experts. These included a data led campaign utilising information from a Freedom of Information request to UK police forces to create a piece we called The National Speed Camera Scandal.

The data revealed a surprising picture with 46% of all fixed speed cameras inactive and non-operational, meaning thousands of motorists who break the limit won’t be caught.

Our study was eagerly received by the media with more than 50 media titles picking up our initial news release including the Daily Telegraph, Yahoo Finance, The Sun, Daily Express, Daily Mirror and many more.

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We went on to achieve coverage across the leading national news sites Daily Mail, MSN, The Daily Express, The Sun, The Mirror, ITV, Daily Star and regional websites including Scotsman,  and Daily Record, as well as target coverage in motoring-specific titles including RAC.

At the end of our first 12 months with Road Angel we had earned 1,160 high authority backlinks from 276 new referring domains and created 1,343 items of media coverage naming them as road safety experts. The site is now ranking for 753 additional keywords, raising the site up the organic search rankings, and driving traffic and sales.

Furthermore Road Angel boss Gary Digva has become a respected voice in road safety technology and is regularly asked to share his insights and expertise with decision makers such as police and politicians.