The Client

Absolute Reg is an online registration plate dealer serving customers across the UK.

With an online model they understand the value of digital PR when it comes to building links and boosting their site's performance in organic search.

Absolute Reg asked Motive to engage for a brief campaign to secure links from high quality referring domains.

The Idea

We employed our newsjacking skills to tap into Barbie mania around the release of the year's most talked about movie starring Margot Robbie and Ryan Gosling.

Absolute Reg had the number plate BAR 81E listed for sale which gave us the perfect way to attach the brand to the movie. If you squint a bit the plate reads BARBIE.

The plate's price tag of £1,048,125 also played well with the story so we went to journalists with the news that a Barbie fan with deep pockets could pick up the ultimate item of memorabilia.

We set about creating a strong media release which described the plate as "iconic" and told how dedicated fans could buy it. We also created imagery to show media how the plate might look on Barbie's own car.

Sometimes finding a topical hook that feeds into the zeitgeist is all you need to do to score big wins with digital PR. This was one of those stories that just took off with coverage coming in from the likes of The Sun, The Express, This Is Money, GB News and The Sunday Times.

In total we logged 297 items of media coverage for Absolute Reg during a two month engagement window. We also logged 265 links into the site which were a mix of homepage links and links to deeper pages. Of the 265 links we earned 51 were follow links and came from sites with an average DR of 73.

Motive MD Steve McComish said: "This was a fun campaign with the team jumping on the Barbie movie to earn high levels of media coverage and links for our client.

"The best digital PR campaigns tap into the wider culture to leverage a client's assets onto the national stage. In this case we found a number plate which was already listed for sale on the client's website and we immediately saw the potential it had to earn links.

"Telling the story well along with some dogged and determined pitching were all that was needed to secure more than 200 links which will have long lasting SEO benefits for Absolute Reg."