LondonOffices.com wanted to create a piece of content that would attract high quality links to their domain for SEO purposes. We will admit, LondonOffices already had the idea for a calculator that would tell people how much their tube fees would increase in 2020. We knew we could create this, make it look visually wonderful, and get it seen.
We originally outreached the idea to key London journalists and bloggers to see if the idea would work. The feedback we got back was “Why just 2020?” We agreed – it seemed arbitrary. Influencers were far more receptive to a tool that could show what your journey costed in the past and future. So this is what we created.
The team at Render Positive worked swiftly and smoothly with us to create an interesting and highly engaging piece of content. From start to finish we benefited from the open and collaborative relationship their team offered – which made the project come to life quickly and grow beyond the confines of the original brief. Positive results and a very real success.
Simon Jones, Marketing Manager, Office Broker
By premarketing to key London journalists and bloggers, the idea was actually made better. It went from a basic tool that showed consumers that their journey could expect to cost in 2020 to a full fledged tube cost time machine! This idea was far better received and we ran with it.
We used Freedom of Information Act data to acquire the price data dating back to the 80s. We then used predictive modelling to predict future prices. Then our design and development whizzes made something that anyone could use in seconds. As the product was slightly interactive – and not just a static infographic – it forced publications to link to the tool, meaning we got really strong link equity from newspapers that often don’t wish to link out!
We also ran a targeted paid social media seeding campaign on Facebook and Twitter to give additional exposure to the campaign. It was a fantastic compliment to the organic outreach already completed.