Increasing SIM onlyproduct awarenessand preference

Background

When USwitch came to Trunk, their SIM only product was in decline, with product awareness, organic rankings and revenue all dropping. We were tasked with helping raise product awareness and bolster link equity to improve rankings against competitors in organic search.

Approach

Hyper relevant strategy
We adopted a digital PR strategy focused on securing topical and hyper relevant backlinks into the SIM only category page. Rather than focussing solely on traditional media sites, we also looked to target non-media websites with high indexing audiences, including mobile network providers, universities and student institutions

Our strategy primarily focused on building links directly to the SIM only category page, without any on-site content to ensure maximum SEO value was attributed.

Stand out campaigns included:

• SIM only savings: A campaign revealing the total monetary value of perks included by major phone providers and how the compare to the cost of current SIM only contracts.
• Databanks: This campaign mapped out the UK locations with the best and worst access to services such as databanks and digital inclusion hubs. We compared the number of National Databanks, Digital Inclusion Hubs and Digital skill workshops to the average employment rate, and GINI coefficient in each of the locations to determine where digital inclusion and exclusion was most prevalent.
• Best University apps: The campaign ranked the 50 largest universities in the UK based on accessibility, features and popularity of their accompanying apps and awarded each university with a platinum, gold, silver or bronze award.

The results

Our hyper relevant digital PR strategy successfully drove backlinks from highly indexing audiences, with campaigns featuring on sites such as VirginO2, University of Dundee, Sky News and Digital Journal which led us to move Uswitch to rank position 1 on Google for multiple keywords including ‘SIM Only Deals’.

Our strategy allowed us to deliver increased visibility and growth to the SIM only category page, contributing to the brand seeing a 34% increase in organic traffic to the SIM only deals product page and a 37% increase in monthly search volume for branded Uswitch SIM only keywords.