Case study
Equifax: becoming a leading voice in the financial sector
With a purpose of helping Australians live their financial best, Equifax wanted to expand its PR efforts beyond the well-known credit indices. The company wanted to explore the business’s breadth to become a leading speaker in the media, cluttered by competitors’ voices.
Approach
Consistency was the key element in the strategy Dentsu Creative Public Relations team developed for the client. We combined consistent newsjacking efforts, with monthly commentaries on the national economic and monetary agenda, with data-led and thought leadership stories that supported the company’s storytelling.
By defining the strategic territories, being more vocal and agile to comment on market topics and exploring the breadth of the business, we created an unrivalled space for Equifax to own.
Outcome
We delivered a five-fold growth in number of stories, with a total of 1225 pieces of news generated coverage, 97% with positive sentiment.
In one year, we increased share of voice from 26% to 47% when compared to the three main competitors, becoming the leading voice in the space.
