How Aviva reached number one for car insurance with integrated SEO and digital PR
Services
CHALLENGE
Aviva wanted to improve awareness and consideration for its car insurance proposition in one of the UK's most competitive financial search categories.
Its first fully integrated General Insurance campaign needed to improve keyword visibility, attract higher-value organic traffic and earn authoritative backlinks while moving beyond purely transactional product messaging.
The challenge was also organisational. SEO, social, media relations and internal stakeholders had different processes and KPIs, so Brave Bison needed to create a joined-up Organic Performance strategy capable of delivering both emotional engagement and measurable search growth.
SOLUTION
Brave Bison developed Miles of Memories, an integrated SEO, digital PR and social campaign built around the emotional connection people have with their cars.
Analysis of Aviva's customer segments identified nostalgia as a common theme. We then commissioned original research into people's memories and experiences with cars, combining the findings with real customer stories, infographics and a dedicated search-optimised landing page within Aviva's car insurance ecosystem.
Media outreach and social distribution were coordinated with SEO activity to ensure each channel strengthened the next. The campaign delivered a number one ranking for "car insurance", increased organic car insurance traffic value fivefold, improved overall SEO visibility by 11% and secured 26 high-authority backlinks.
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
