We are delighted with the results of this campaign, and working in partnership with Bonded on the piece was easy and efficient. The team felt like a true extension of our marketing team.
Rachel O’Hara – Making Moves, Head of Marketing
Making Moves operates in the competitive space of commercial property in London. Known as disruptors in the industry, our aim was to earn high-quality backlinks back to their website to increase organic rankings, build on their brand awareness and key messaging, and increase the visibility of their spokespeople while aligning this with their current marketing plan.
To do so, we set clear objectives:
We are delighted with the results of this campaign, and working in partnership with Bonded on the piece was easy and efficient. The team felt like a true extension of our marketing team.
To get started, we produced a selection of digital PR concepts for Making Moves’ approval. After a discussion with the client, we confirmed an index-style piece that focused on the best areas for working families to live in London in 2024.
Utilising desk-based research, we kicked off the campaign creation by pulling third-party data from reputable sources to create the digital PR story. This data pull included everything from the crime rate per London borough to air quality, the average price of rent, and access to green spaces and parks. Our data specialist then assigned a ranking for the index, producing an ordered list of the ‘best’ London boroughs for families to live in 2024.
To strengthen the campaign findings, our team went on a hunt for third-party comments to add to the campaign as a way of validation of our data. This proved to be a challenge in the timeframe we had assigned to get the campaign live, although we knew we had to find a solution to strengthen the story. Not one to shy away from a challenge, our creative TikTok specialist found the perfect content to include, produced by a London-based creator, which attested to the campaign findings.
As we prepared to launch our digital PR campaign, we couldn’t help but notice a potential issue. A similar study from The Sunday Times, an annual campaign with high anticipation, raised concerns. We feared that the similarity might lead to less pick-up for our index due to The Sunday Times’ strong brand presence.
We brought this challenge to our client, and by using her local knowledge, she quickly provided an alternative angle we included in our media pitches.
In the first three weeks, we secured a combination of links and press mentions across 23 outlets, including Metro (twice!), Time Out, and local London news and lifestyle publications.
The story sparked conversations across TikTok, X, Instagram and Facebook, generating to date (across platforms):
We also saw a 300% increase in branded searches for Making Moves in May ’24.
The story continued to spark conversations across local communities, and we saw both political and community organisations share the campaign positively with their audiences. Notably, a Bromley Community Facebook group shared the campaign with its 9,000 members.
The campaign even reached the eyes of a friend of Making Moves’ CEO, who spotted the story in a local London lifestyle magazine.
Coming to the attention of the marketing industry, we saw the campaign referenced as one of the best examples of data-driven PR campaigns of the week within the PR Insider newsletter.
User-generated content played a key role here, creating much debate on the story’s findings. In total, the story was published across social accounts with a combined following of 2.83 million.
