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Unicorn League

Client: Sage UK
Market: UK
Campaign URL: https://www.sage.com/en-gb/c/v/unicorn-league/ 

The billion-dollar start-up was once the stuff of myth (and dreams!); which is why private companies worth in excess of $1bn today have come to be dubbed ‘unicorns’. In Unicorn League, we uncovered the trends behind these organisations.

Objectives
Sage UK approached Verve Search asking us  to create a campaign that would:

  • Achieve top-tier, authoritative, editorially valid links that increase site authority.
  • Deliver LinkScore results of over 1000 points.*
  • Improve rankings for the term ‘cloud accounting software’
  • Support and increase brand recognition efforts through coverage, social and print.

Strategy
We produced an extensive data led campaign using a combination of CrunchBase data, plus our own desk-research. With this campaign we wanted to provide journalists with multiple angles, so sought to answer a variety of questions such as:

  • How old are these unicorn founders?
  • Did they graduate or drop out of university?
  • Which schools breed the most unicorn founders?
  • Are companies reaching unicorn status faster or slower than in previous years?

By putting these stories together in a series of shareable, interactive graphs we were confident that we would get significant coverage.

Results

Achieved top-tier, authoritative, editorially valid links that increase site authority.

334 Links from some of the largest authority sites including: 

The Wall Street Journal VentureBeat
BBC Entrepreneur
CNBC The Times
Business Insider The Telegraph
Yahoo Finance University of Oxford
Virgin

 

unicorn-league-coverageDelivered LinkScore results of over 1000 points.*

linkscore-unicorn-leagueImprove rankings for the term ‘cloud accounting software’

Links were targeted towards Sage’s newly built ‘cloud accounting software’ page, which at the start of the project was ranking near the bottom of page 2 for ‘cloud accounting software’ at position 17. By the end of our time working on this campaign, it ranked in position 0 and 4.

Support and increase brand recognition efforts through coverage, social and print.

Our motto is: “the campaigns need to deserve more than just the link!” and that’s what we delivered with 1,132,807 coverage views and 116,391 social shares, many of which were highly authoritative social media accounts;

unicorn-league-social-media

The campaign achieved some great offline coverage, including page 2 of The Business Times (circulation approx. 36,900) and Asian Age (readership approx. 400,000), as well as Times of India, Philly Mag and India Business Standard;

unicorn-league-offline-coverage

sage-unicorn-league-quote