How LV= revamped its approach to search

When LV= launched its multi-car product it was clear the company faced some major challenges to break into this competitive new category and strengthen market share. Despite being an established brand for car insurance, multi-car insurance was a new area for the business and LV= had to take on some well-established competitors.

LV= knew that key to this campaign would be driving search performance and getting people to its website but this was something the the business realised required a communications overhaul.

Historically, marketing, PR, content and social all worked in silos along with their respective agencies but for the new campaign LV= formed a team that included all parties. This proved difficult to begin with but led to an integrated approach across SEO, content, PR and social, supporting its wider ‘From the Heart’ campaign.

The TV ad was created with search in mind, inviting consumers to ‘come direct to LV.com’. It followed this up with PR activity that encouraged consumers to think more about their second car and to associate multi-car hire with LV= more generally. The campaign was a success leading the brand to win the Search award at the Marketing Week Masters 2018.

READ MORE: Marketing Week Masters Awards 2018: The channel winners

The team also worked to improve the quality of experience on the site in an effort to decrease mobile load speed time and add customer product reviews all of which meant LV= saw time on-site significantly improve and bounce rate decline.

On the website, average clicks-per-day rose from nine to 92 , a 478% increase. While total impressions-per-day increased by 177% (397 to 1098) and time on site increased by 100% to 13 minutes and 20 seconds, according to information from Google Search Console.

LV= also improved share of voice in the same time period, which led to clicks to the multi-car landing page increasing tenfold (from 20 to 200 per day).

This integrated approach has put search at the heart of every team’s goal resulting in LV= seeing its Google rank position for the term ‘multi-car insurance’ improve from position 12 to in just 12 weeks. According to the brand, this resulted in a 500% increase in motor sales and multi-car policies doubled from 10% to 20%, increasing to 23% during March 2018.