MVF’s in house editorial and outreach team have beaten out some of the UK’s leading agencies to win B2C Content Campaign of the Year at the 2018 UK Content Awards held last night.
The team were awarded the title for their creative content campaign for MoveHub, MVF’s international relocations site, where they tapped into their millennial target audience by creating an ‘International Hipster Index’, ranking the ‘hipness’ of locations across the world by looking at data points such as the density of microbreweries, tattoo parlours, quirky coffee shops, vintage boutique stores and vegan eateries.
MVF’s content and outreach teams worked in collaboration to research the topics and issues that mattered most to millennials to find a story that was worth talking about and sharing. One of the key topics that the team saw a lot of interest in was ‘hipster’ culture and what it means to be ‘hip’ or trendy. MoveHub’s team decided that poking fun at the mysterious hipster community would definitely get people talking.
The result was a campaign series that resulted in over 400 new linking root domains, helped MoveHub organically rank for the term ‘hipster’, and had the brand featured in top tier news outlets (including national radio stations) on a weekly basis, helping it become an expert authority on what it means to be a ‘hipster’.
The campaign was fun, substantive, and set the news agenda in all corners of the world but it was most successful in helping the brand reach new potential customers across the pond securing over 100 links from a variety of regional online news sites across the US.The International campaign generated over 250 links with an average domain authority of 64, over 36K social shares and reached an audience of over 235 million.
MVF Director of PR and Outreach Grace Garland commented: ‘I am so proud of MVF’s publishing team for bringing home this award, as it’s symbolic of the work the entire team has been doing to shape our sites into leading authorities in their sectors. By combining editorial, outreach and technical SEO expertise to create world class content campaigns we’re able to achieve incredible results for our sites and MVF, turning our brands into house
hold names along the way!’
MoveHub was the only in-house team shortlisted in its category, beating out big agency heavyweights including Hope&Glory for Sony, Tangerine for Iceland, and Bottle for AXA PPP Healthcare in the B2C Campaign category. The publishing team is made up of more than 60 MVFers across PR and outreach, editorial and technical SEO.