Turning nostalgia into measurable impact with our Miles of Memories campaign
Services
CHALLENGE
Aviva, a market-leading insurance provider with over 325 years of experience, wanted to launch their first integrated SEO, Social Media, and Media Relations campaign in the General Insurance space. The campaign needed to drive awareness and consideration for Aviva Car Insurance, improve keyword visibility, attract high-value traffic, and secure authoritative backlinks.
This was also Aviva’s first fully integrated campaign, meaning internal teams and external partners had differing KPIs and processes. Additionally, the challenge was to move beyond transactional messaging and create an emotional connection with customers.
SOLTUTION
We developed Miles of Memories, a campaign rooted in audience insight and emotive storytelling. We began by analysing Aviva’s six core customer segments and discovered a universal theme of reflection and nostalgia. This insight shaped the campaign’s narrative, connecting Aviva Car Insurance to meaningful life moments and personal memories.
To bring this to life, we commissioned a third-party survey exploring cross-generational car experiences, from naming cars to memorable family journeys. These findings were combined with authentic case studies, infographics, and a dedicated landing page within Aviva’s Car Insurance product folder, providing both human relevance and SEO authority.
The campaign was amplified through carefully timed media outreach and social-first content across Aviva’s channels. Weekly cross-channel check-ins ensured consistent messaging across SEO, PR, and Social, overcoming siloed processes and delivering a cohesive, integrated campaign.
Miles of Memories delivered measurable impact across SEO, traffic value, and media authority, exceeding the original objectives. The campaign positioned Aviva competitively against both comparison sites and direct rivals, proving that insight-driven storytelling can generate cultural relevance, emotional engagement, and tangible SEO performance.
results
+11% overall SEO visibility
#1 ranking for “car insurance”
5x increase in organic car insurance traffic value
+26% uplift in car-related keywords ranking in the top 3 positions
Average car category keyword ranking improved from #18 → #8
26 high-authority backlinks secured from trusted business and automotive publications
Next case study
