Winning embedded links on UK's most-read online publication for Just Eat Takeaway.com

Brief

Our client, global leader for online takeaway ordering, challenged us to build high trust links from national press to increase awareness to all the English-speaking countries they operate in as well as two high-value European countries where they wanted to increase their market share.

Our approach

Strategy

We worked closely with the client’s in-house BI team to anonymously view the last ten years’ worth of platform data to model user buying habits in that time. Using this data we created a fun and eye-catching interactive asset bar chart race showing the takeaway types that have fallen in and out of favour in the last ten years, split by nation and local region. Using this hyper-localised data in the press releases we could then use programmatic outreach to send personalised pitches and assets to each journalist.

Results

This piece is evergreen, and constantly being pushed. To date the UK piece has had 67 pieces of coverage, 59 of which are links (Max. DR92), including a full embedded feature on the Daily Mail (biggest news site in the UK). Of the linked coverage, 88% includes anchor text with the client’s target generic term ‘takeaway’.

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