Ollies Blog

Miss spellings are common place in internet search, however, one company; www.comparethemarket.com, came up with a solution and a funny word play on this problem that has taken them, and their sister website www.comparethemeerkat.com to unbelievable new heights. This stroke of marketing genius could only have happened in the UK.

Alexsandr Orlov, is the host of www.comparethemeerkat.com. His creation includes a long family line, a tradition, work ethic, fashionable clothes (for meerkats), and all of the tags that humans subconsciously associate with “life”. This, coupled with Alexs’ personality has created a marketing fever in the UK which has increased the popularity of the car insurance company’s website considerably since his first appearance.

From the introduction of the Alexsandr Orlov campaign by www.comparethenmarket.com, there has been continued growth beginning with a 100% increase in traffic in the first five months of the campaign. Internet advertising costs of the “cost-per-visit” have been reduced by 75% however with the increased traffic, “comparethemarket” has increased their insurance quotes by 100% also. Market share has tripled and continues to rise.

Compare The Market on Google Insights

Besides his world wide popularity and the creation of meerkat cults around the world, the Compare the Market Insurance Company has also become well known and has grown in visibility and popularity as quickly as Alex. When visiting Alexs’ site individuals are directed from the first scene to the last to the www.comparethemarket.com website and encouraged to visit that site following the performance being given by Alex and his staff. In addition, Alex has photos and a page dedicated to his family which draws the observer further into the fun world of meerkat manor.

Alex has a daily following of several thousand fans on both Twitter and Facebook as well as media advertising throughout the UK. But, in conjunction with this popularity and fan following, Compare the Market has also gained fans along with Alex.

Popularity: 4%

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