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THREAD: So, I'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've got people talking.
Of today'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'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
"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've only had three links to the /stayathome page today, which to me suggests they've aimed for more awareness-based objectives as opposed to SEO.
I may be missing something, but I can't help but feel they'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's awesome and a really nice gesture.
Anyway, it'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
