Data-driven campaign earns 390+ links for finance brand

The Challenge

Sambla approached Impression in December 2022 to develop a digital PR strategy that supported its organic growth in Sweden.

It was clear to us that to secure backlinks in the UK press we needed to build a strategy that included campaigns that not only resonated with the British public but also had international outreach potential. With Sambla being a Swedish-based company, the additional challenge here was not being able to rely heavily on the client being a UK-leading expert, which meant we had to build a presence.

The main objectives consisted of:

1

Maintaining their top positions for focus keywords

2

Building a strong and legitimate backlink profile to help increase traffic and online visibility.

The Strategy

With the cost-of-living crisis and inflation making daily headlines, we asked ourselves, ‘what life events can take a financial toll on the average person?’ – this led us to the topic of retirement.

We collated the average annual ‘cost of living’ across the globe from livingcost.org, and cross-referenced this data against each location’s minimum retirement age and average life expectancy, to determine the most affordable and expensive countries for locals to retire.

Our findings placed Switzerland as the most expensive country, whilst Sambla’s home country of Sweden ranked in 13th position – creating a collaborative opportunity for its internal marketing team to support native link-building efforts.

To take our campaign one step further and create a gap for regional outreach, we further compared the average ‘cost of living’ in the UK’s Top 100 most populated towns and cities. With a current retirement age of 66 and an average life expectancy of 81 years old (79 for men and 82.9 for women), data suggests that the average Brit lives for 15 years post-retirement.

Our campaign delivered various outreach opportunities, including regional, national, and international press releases, and secured coverage in high-tier publications including Time Out, Daily Mail, Express, Daily Hive and GB News.

The Results

We combined newsjacking on the ‘cost of living crisis’ with international retirement data to secure over 400 pieces of global coverage. This includes: