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THREAD: So, I& #39;ve been saying all day how great the @AdmiralUK Stay at Home refund is, but the PR in me wanted to see how the campaign has been performing today. The short story is, thinking and communicating like a human being, not a brand, is really working right now.
A quick look at brand mentions and you can see the immediate impact. Almost 750 mentions today (not all on the campaign to be fair, but mostly) compared to between 100-150 daily mentions for the past week.
Searches for the brand look to have increased by roughly 268% since this time yesterday, peaking at 11am, which looks to be when people started getting their emails and coverage was landing. So they& #39;ve got people talking.
Of today& #39;s coverage, almost all of it had a positive sentiment, with little to no negative sentiment. So people are talking about the brand and the brand looks good, too (not to mention it& #39;s just a genuinely nice thing for them to do).
Looking at their tweet, just today this has had 2.6k likes and almost 600 retweets, which is a huge increase compared to their other organic tweets - the figure looks to be still climbing so can imagine this will end up much higher: https://twitter.com/AdmiralUK/status/1252512395223695365">https://twitter.com/AdmiralUK...
"But what about links?!" I hear the Digital PR camp scream! Well, from what I can see at a glance (and with very sleepy eyes), they& #39;ve only had three links to the /stayathome page today, which to me suggests they& #39;ve aimed for more awareness-based objectives as opposed to SEO.
I may be missing something, but I can& #39;t help but feel they& #39;re missing a trick here for better long term impact. Awareness box is ticked with the brand on pretty much every national today and hundreds of other sites but if even 10% of those were linking the impact could be great.
That said, this is obviously much more of a brand-building exercise and a way to genuinely help customers, as opposed to an SEO exercise, and you have to applaud them on that because it& #39;s awesome and a really nice gesture.
Anyway, it& #39;s way past time for me to clock off now and the cat needs feeding but would be very interested to hear thoughts from other PR folk #PR #DigitalPR
