My Home Move Conveyancing: Mansion Tester

The Challenge

To raise awareness of My Home Move Conveyancing’s online services.

Specifically, WPR was tasked with generating high-quality backlinks to support the brand’s SEO efforts.

The Idea

With backlinks from high domain authority sites the priority, we needed a campaign capable of securing coverage on national news sites. Success would also depend on creating an incentive for journalists to include the sought-after link.

So, we launched the search for an official ‘mansion tester’ – a lucky person who would be paid to stay at one of Britain’s most luxurious properties and review the brand’s online service.

We developed an online application form and promoted the role through targeted national and regional press releases. With ‘world’s best job’ stories still a hit in the national media, the angle grabbed attention and sharing the application form established a compelling reason to link to the brand’s website.

The Results

The story went viral globally, rapidly generating:

  • 115 pieces of coverage
  • 29 national and international articles, including The Sun (twice), Daily Star (twice), The Mirror, The Express, The Independent, Metro, Tyla, Country Living, Ideal Home and the New York Post
  • 71 regional articles
  • Over 1,700 applications for the mansion tester role
  • 60% backlink rate, including 21 follow links.