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Working within a highly competitive YMYL sector, brands such as Marmalade need innovative ways to ensure they rank highly in organic search.\u003C\u002Fp>\n\u003Cp>In 2024, we were tasked with developing campaigns to highlight the ongoing driving test backlog caused by COVID-19 and its continued impact on learners, aiming to raise public awareness of the issue. The goal was to earn press coverage that would support key rankings and boost visibility.\u003C\u002Fp>\n\u003Cp>Specifically, we were tasked with:\u003C\u002Fp>\n","2",[382,384,386,388],{"text":30,"title":383},"Achieving a set minimum amount of links per day invested",{"text":30,"title":385},"Driving 90% of links to the Learner Driver Insurance category page",{"text":30,"title":387},"Achieving the #1 position for ‘Learner driver insurance’",{"text":30,"title":389},"Achieving 95%+ visibility for all tracked keywords",{"acf_fc_layout":391,"reduced":269,"top_overlap":375,"bottom_underlap":374,"disable_observer":-1,"style":-1,"layout":-1,"size":392,"container":393,"gutter":-1,"left_gutter":394,"position":30,"image":395,"image_width":65,"image_height":66,"alt":396},"banner","full","container","gutter","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FMarmalade-Driving-Test2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","Marmalade-Driving-Test2",{"acf_fc_layout":398,"reduced":269,"top_overlap":399,"bottom_underlap":375,"disable_observer":-1,"heading":400,"content":401},"full_width_text","large","The Strategy","\u003Cp class=\"intro\">To ensure that our campaigns were credible and trustworthy, we aimed to develop two data-driven campaigns where we gathered information through comprehensive Freedom of Information (FOI) requests.\u003C\u002Fp>\n\u003Cp>This approach would allow us to gain a vast wealth of data that we could clean, sort, and analyse, later using it to build out the campaigns and map various angles for press outreach.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp class=\"sub-heading\">Revealing the extent of the backlog and predicting when it will end\u003C\u002Fp>\n\u003Cp>For this campaign, we submitted FOI requests to:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Establish all tests booked in 2024 as of January.\u003C\u002Fli>\n\u003Cli>Determine the gross demand for tests in 2023.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>These requests allowed us to estimate test demand. We also used external data on tests to establish the average testing capacity across the UK, providing us with the maximum number of tests that could be carried out.\u003C\u002Fp>\n\u003Cp>Following our analysis, our findings revealed that demand exceeds capacity, indicating a continuous backlog unless systemic changes occur.\u003C\u002Fp>\n\u003Cp>This provided Marmalade with a clear news angle and campaign point, backed by data, to advocate for positive changes for customers. We calculated how much demand exceeded capacity and the number of learners competing for tests.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.wearemarmalade.co.uk\u002Fdriver-hub\u002Fnews\u002Fdetail\u002Fdriving-test-backlog-might-never-end\">View the article here\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp class=\"sub-heading\">Uncover whether the distance learners were travelling for driving tests had changed due to the backlog\u003C\u002Fp>\n\u003Cp>This was a follow-on campaign which analysed data on tests conducted by location. This required extensive data collection, submitting multiple FOIs to the Driver and Vehicle Standards Agency (DVSA) asking for data on distances travelled for driving tests across the UK.\u003C\u002Fp>\n\u003Cp>Once we received the data from the DVSA, we collected longitude and latitude coordinates for all anonymised postcodes. These coordinates allowed us to calculate the “as the crow flies” distances between test centres and learners’ addresses.\u003C\u002Fp>\n\u003Cp>From analysing this data for national and regional trends over time, we reported on year-on-year changes and forecasted future distances if no changes were made.\u003C\u002Fp>\n\u003Cp>To best leverage the values of \u003Ca href=\"\u002Fblog\u002Fcomple-e-a-t-a-framework\u002F\">E-E-A-T\u003C\u002Fa> we interviewed an experienced driving instructor, to gain insights and advice for learners, adding real-life context to our findings. We also highlighted a case study of a learner who travelled over 400 miles for a test, supporting our outreach efforts and enriching the campaign.\u003C\u002Fp>\n\u003Cp>In both campaigns, we combined comprehensive data with real-life case studies and expert opinions. This made the stories newsworthy as they centred on human interest, addressing issues affecting thousands of people and providing valuable insights.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.wearemarmalade.co.uk\u002Fdriver-hub\u002Fnews\u002Fdetail\u002Fgoing-to-new-lengths-for-a-test\">View the article here\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n",{"acf_fc_layout":403,"reduced":269,"top_overlap":375,"bottom_underlap":374,"disable_observer":-1,"heading":404,"intro":30,"columns":405,"style":22,"layout":406,"grid_items":407},"linked_content_grid","The Results","4","left-margin",[408,410,412,414],{"title":363,"content":409,"link":30},"\u003Cp>Links achieved with featured publications in:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fwww.autoexpress.co.uk\u002Fdriving-test\u002F362346\u002Fnever-ending-backlog-predicted-5m-learner-drivers-fight-18m-driving-test-slots\">\u003Cb>Auto Express\u003C\u002Fb>\u003C\u002Fa> (DR 79)\u003C\u002Fli>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fwww.driving.org\u002Fnew-report-reveals-that-5m-learner-drivers-are-fighting-for-1-8m-driving-test-slots-in-2024\u002F\">\u003Cb>Driving.org\u003C\u002Fb>\u003C\u002Fa>  (DR 71)\u003C\u002Fli>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fstudenttimes.org\u002Fnews\u002Fnearly-half-of-instructors-warn-new-drivers-agains\u002F498\u002F\">\u003Cb>Student Times\u003C\u002Fb>\u003C\u002Fa> (DR 31)\u003C\u002Fli>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fwww.intelligentinstructor.co.uk\u002Fjourney-to-independence\u002F\">\u003Cb>Intelligent Instructor\u003C\u002Fb>\u003C\u002Fa> (DR 44)\u003C\u002Fli>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fwww.telegraph.co.uk\u002Fnews\u002F2024\u002F05\u002F18\u002Flearner-drivers-travel-hundreds-miles-for-uk-driving-tests\u002F\">\u003Cb>Telegraph\u003C\u002Fb>\u003C\u002Fa> (DR 92)\u003C\u002Fli>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fwww.express.co.uk\u002Flife-style\u002Fcars\u002F1885174\u002Flearner-driving-theory-test-cheating-backlog\">\u003Cb>Daily\u003C\u002Fb> \u003Cb>Express\u003C\u002Fb>\u003C\u002Fa> (DR 89)\u003C\u002Fli>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fwww.mirror.co.uk\u002Flifestyle\u002Fmotoring\u002Flearner-driver-travels-400-miles-33395607\">\u003Cb>The\u003C\u002Fb> \u003Cb>Mirror\u003C\u002Fb>\u003C\u002Fa> (DR 90)\u003C\u002Fli>\n\u003C\u002Ful>\n",{"title":366,"content":411,"link":30},"\u003Cp>Of links directed to the Learner Driver Insurance category page.\u003C\u002Fp>\n",{"title":369,"content":413,"link":30},"\u003Cp>Position achieved for ‘Learner driver insurance’ keyword.\u003C\u002Fp>\n",{"title":415,"content":416,"link":30},"95%","\u003Cp>Visibility achieved for all tracked keywords.\u003C\u002Fp>\n",{"acf_fc_layout":418,"reduced":269,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"logos":419},"logos_horizontal",[420,425,429,433,438,442],{"src":421,"height":422,"width":423,"alt":424},"https:\u002F\u002Fimages.impression.co.uk\u002F\u002F2021\u002F10\u002Ffeaturedin.svg",160,538,"featuredin",{"src":426,"height":427,"width":69,"alt":428},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002Fd1BX0CIw-The-Mirror.svg",116,"The-Mirror",{"src":430,"height":431,"width":69,"alt":432},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FDaily-Express.svg",86,"Daily-Express",{"src":434,"height":435,"width":436,"alt":437},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FThe_Telegraph_logo.svg",79,500,"The_Telegraph_logo",{"src":439,"height":440,"width":69,"alt":441},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fdia2.svg",290,"dia2",{"src":443,"height":440,"width":69,"alt":444},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002Fauto-express.svg","auto-express",{"acf_fc_layout":446,"reduced":269,"top_overlap":374,"bottom_underlap":374,"disable_observer":-1,"style":447,"layout":406,"testimonials":448},"testimonials","white",[449],{"quote":450,"logo":451,"logo_width":45,"logo_height":45,"author":452,"byline":453},"\u003Cp>The 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