Munzee Loans

New brand Munzee sees growth in traffic from 0 to 10K+ per month in just 4 months.

There has also been an average of 53% increase in the number of completed organic loan applications month on month when both digital marketing and offline advertising campaigns have been running.

Our client – Munzee

Munzee is a new loan company. They are a direct lender offering low cost loans between £1,000 – £5,000 repayable over 24 months. The average value of loans taken out is £2000, and the three most common uses of these loans are debt consolidation, home improvements and car purchases.

Munzee Loans

What the client wanted

Munzee asked us to create a complete marketing strategy for them. This strategy comprised:
  • Naming.
  • Branding.
  • Website design and build.
  • Digital marketing campaign including SEO and Adwords.
  • Offline advertising including London street advertising.

What we planned

We needed to make Munzee stand out in the crowded loans market, and this influenced every aspect of our campaign. The name Munzee derives from the German word for coin – Münze – and sets the tone for a brand with a difference. And Munzee is definitely a refreshingly different loan company that puts its customers first.

So the campaign centred around firstly seeking out Munzee’s target customers and then finding eye-catching ways of engaging them and getting the message across. A typical Munzee customer profile is aged 27-42, based in London, Manchester, Birmingham or Newcastle with a monthly income in the region of £1600 – £3500 per month.

How we delivered the Digital marketing Plan

We launched a two-pronged approach to engage with Munzee’s target customers. We ran parallel digital marketing and offline advertising to put out the same message in different ways:

SEO strategy

Onsite SEO included:

  • Ongoing keyword research exploring search volumes, keyword difficulty and relevancy as well as seasonal trends. Using the results of research to identify core terms for the site as well as additional terms fed in over time.
  • Initial and ongoing full site optimisation through new and regular content for the site. This included dedicated loan pages (based on criteria such as value/term/situation) and informative blog articles providing engaging and useful content to the end user.
  • Internal linking of content to aid with comprehensive indexing of the site.

Offsite SEO involved mostly using our extensive blog network to implement backlinks from high domain authority sites in the same sector to endorse reliability and increase legitimacy.

AdWord strategy

Munzee’s AdWord campaign consisted of research into keywords and search terms. This led to a number of campaigns on the resulting keywords and search terms, with separate Ads being created for each campaign. These Ads were then put through continued optimisation and amended based on performance, resulting in two top performing ads for each campaign.

Offline Advertising

London Underground

2 week display of 4 sheet posters. 330 posters in and around every London Underground station, including platforms, ticket halls and corridors. Also a 2 week display of TCPs – Tube Carriage Panels. A minimum of 2200 cards : one in every other carriage on every London Underground train.

A 2 week campaign of this nature is estimated to reach over 3.5 million commuters, 43% of whom are in Munzee’s target age range, compared with 34% of the rest of the UK. 89% of tube users who recall campaigns think more positively about the brand and 49% take action towards the brand.

Manchester bus network

2 week display of posters on 20-25% of the Manchester fleet. Bus reaches 93% of all UK adults every 2 weeks. 48% of people recall bus campaigns, over 25% of these will purchase the advertised brand/product, and 60% will consider the brand in future.

Manchester Metrolink

2 week display of 4 sheet posters in and around all major Manchester Metrolink stations which serve 44 million passenger journeys every year. Posters are potentially visible to 500,000+ residents and a percentage of the area’s annual 1.6 million visitors.

West Midlands Metro

2 week display of 6 sheet posters in and around all West Midlands Metro Stations, which generate around 5.4 million passengers every year.

The results are in!

Our SEO and PPC strategies have resulted in an impressive growth in traffic:

SEO – Within 6 months

Position 3 for Online loans
Position 4 for 2500 loan
32 keywords ranked on page 1, positions 1-3.
11 keywords ranked #1 on page one.

PPC

Over 5400 conversions
Cost per conversion @ £5.45

Offline advertising

Munzee has seen the number of applications spike during all runs of street marketing. For example, the first run of 4-sheet posters on London Underground led to 92% uplift in organic traffic.