Published by isobel.regan@dontpanicprojects.com
Published Date 25.01.2024 
At Wavemaker, we believe there is always a better way to grow. By positively provoking growth for our clients and our people, we shape decisions and experiences through media, content and technology.
We partner with an incredible variety of heritage and new economy brands – among them Mitsubishi Motors Australia, DoorDash, L’Oréal, Netflix, Mondelez, Colgate-Palmolive, Domino’s, Paramount Pictures, Hungry Jack’s, Audible and more – and we take pride in pushing boundaries through Positive Provocation to deliver impactful results for our clients.
Our partnership with Mitsibishi is one of Australia’s most enduring business partnerships, spanning more than 50 years. The Secret Roadtrips Hotspots campaign, recognised as a finalist in the APAC Search Awards for Best Use of Content Marketing and Best Use of Data (SEO), is a great example of the truly inspiring work we get to create.
The challenge: achieving the right kind of traffic
For auto manufacturers, engaging with potential customers online is critical. But it’s not simply about traffic volume. It’s the quality of that traffic that matters if you want to generate leads and sales.
Wavemaker’s challenge for Mitsubishi Motors’ Outlander SUV was to build website authority, grow organic page views and increase conversion rate for completed leads.
Content strategy: bolstering SEO
Rather than a vanilla strategy of simply targeting a “family SUV” demographic, our solution was psychographic – focusing on people who shared the “outlandish” spirit for automotive adventure.
A deeper analysis indicated that enhancing SEO was the key to success. Mitsubishi Motors needed to focus on SUV category keywords and earned quality backlinks from external sites – with one-third of the mystical Google algorithm based on backlinks, earned link acquisition which bolsters SEO was the growth opportunity.
To help create tactical buzz and improve Mitsubishi’s website authority, we created engaging, educational, and non-promotional content informed by data – uncovering ‘Australia’s Secret Roadtrip Hotspots’ by analysing over 1.1 million data points across 38,000 Trip Advisor attractions.
Over 140 nature-based spots were categorised into less-traversed hiking routes, unspoilt beaches, and wondrous waterfalls, providing additional interest angles. Proven techniques like inter-state comparisons and dreamy aspirational photography increased appeal.
This content was distributed through an outreach program, earning publication on key media outlets based on its newsworthiness. A supporting media plan across social and native maximised content assets to also drive traffic to site.
Results: smashing KPIs
Mitsubishi Motors’ innovative road trip content approach effectively combined SEO with PR, driving authority, visibility, and business value.
• 150% over KPI, achieving earned backlinks & digital coverage, amassing over 600,000 views through earned media brand firsts across key targeted media outlets such as TimeOut, Daily Mail Australia, Nine Travel, and Travel Weekly.
• 293% over KPI, outperforming average blog content by 5.2x
• 6.2% Outlander vehicle lead conversion rate from content, nearly 3x the average for other pages
For Mitsubishi, this campaign provided the perfect way to engage and provide value to its customers.
Pioneering Digital PR and Outreach
Alicia Rowe, Digital Manager, Marketing & Corporate Affairs at Mitsubishi Motors Australia, said: “This industry-first initiative combined SEO with digital PR to identify hidden gem road trip inspiration to experience the best of our country, while avoiding the crowds and remaining Covid-safe, which was of particular consideration at the time.
“Unique data smarts, engaging narrative, our bespoke website experience and a timely execution saw our agency team earn impressive linking features that matter for our audience, build broader organic ranking, bolster our site’s authority and, importantly, drive on-site conversions. This campaign absolutely smashed our KPIs.”
Digital PR and Outreach are part of Wavemaker’s USP, with the agency boasting a sophisticated, robust and award-winning offering that truly sets it apart from the rest of the industry.
Katie Tombs, Group Outreach & Campaign Director at Wavemaker, said the agency’s focus in seamlessly blending digital PR and creative-driven content into Mitsubishi’s SEO strategy was to support the brand and fuel lead gen in a way that felt authentic and useful.
“Pioneering the launch of Digital PR & Outreach at Wavemaker a few years ago has brought continual growth and innovation for our clients and team,” Tombs said. “Drawing on my previous experience in the thriving UK industry, we’ve been able to build efficient processes to develop and activate innovative content and link earning strategies to complement traditional SEO approaches for the Australian market.
“The team and I are excited to do more work like this with Mitsubishi Motors and it’s awesome to be recognised for this quality and approach, especially on an APAC stage!”
