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Client Results.

Payplan

Return is... A 45% increase in web traffic (in a niche where consumers are notoriously shy)

The Client

Payplan is a debt management company and the UK's largest provider of free debt solutions, offering advice, support and debt management solutions to more than one million people who have encountered personal financial difficulties.

Return on Digital was introduced to Payplan with core objectives in mind - to increase awareness of the brand in addition to, on a broader level, encouraging openness and transparency when discussing debt online.

The Challenge

To raise brand awareness in a sector where there is a great deal of stigma attached. The issue of debt is considered by many to be such a ‘taboo' subject that there is a reluctance to discuss debt issues.

To increase online presence in order to at least match Payplan's main competitor - Step Change.

To maintain brand consistency by collaborating with Payplan's in-house social media team.

The Strategy

The first thing our Organic Search specialists did was get under the skin of the Payplan audience. They identified that in order to make debt discussions more open and accessible, we needed to create more personalised and relatable content.

Armed with this valuable insight our dedicated Content team, working alongside Payplan's in-house experts, created a unique ‘UK Debt Map' – an interactive breakdown of UK debt levels with data provided by 40,000 Payplan customers broken down by postcode.

By illustrating just how widespread personal debt was, not only in their neighbourhood but on a national level, the map helped break down the debt taboo. It sent out the message that, if you need help you are not alone.

To help distribute the map, we successfully identified the key influencers in the financial and debt management sphere. This enabled us to share the map with those struggling with debt in the right publications, forums and social platforms.

The Return

45% increase in web traffic

6% increase in new visitors to the website (64% to 70%)

15k unique page views of the debt map within a month

Considerable national & local media coverage with articles published in titles including The Guardian, The Telegraph and Birmingham Mail

The Client's own words...

"For the Debt Map, Return on Digital helped us pull together the marketing design and outreach planning with a great result getting both national and local coverage, making the launch one of our biggest marketing and PR successes this year."

Paul McNulty
Payplan

To find out how we can help improve your return on digital call 0845 485 7126

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