Rage Yard for Scrap Car Comparison
How one memorable idea, centred on a cultural moment, built links, and a brand
How do you turn a brand into the leading authority for car scrappage in the UK, expand their social following and drive 150 backlinks to their site in just six months? By creating a memorable, shareable digital PR campaign that tapped into the mood of the nation, post lockdown.
What we did
Digital PR Campaigns
Strategy & Insight
Brand Campaigns
International PR
The results
One clever campaign lead to huge amounts of coverage.
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total coverage
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estimated coverage views
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increase in Facebook likes
Our approach
The Scrap Car Comparison potential audience is vast, but 2020 saw the global population united like never before in rage and grief around the pandemic and lockdowns. Our lighthearted ‘Rage Yard’ campaign, where people could release their 2020 stresses by ‘car-thartically’ destroying things in a scrap yard, allowed us to connect with audiences at scale.
Video was crucial for social media and share appeal, while a dedicated Rage Yard landing page and supporting on-site content gave journalists a compelling reason to link back. Alongside a targeted international PR outreach strategy, we secured widespread global coverage, generating an estimated 6.84 million coverage views.
"It is always a pleasure to work with the Propellernet team and we look forward to many more smash hit campaigns in the years ahead!"