GoSimpleTax: A simple case of newsjacking

Challenge

GoSimpleTax is a self-assessment tax software. Every January millions of HMRC customers face a looming deadline of the January 31 to file their tax returns. In a competitive market, it’s vital for GoSimpleTax to boost online visibility and position the brand as an easy-to-use option, simplifying the tax return process.

In autumn 2023, HMRC announced it would be starting to review data from platforms like Air BnB, Vinted and eBay that people earn extra income from.

We geared up for the changes on January 1 with media comments, case studies, blog content and how-to-guides around how people could deal with the “side-hustle” tax and issued to a wide range of media.

Impact

Coverage landed in The Telegraph, the Mirror, the Daily Mail, and across Reach regionals publications, as well as trade publications for landlords and other target personas
The comments generated more than 60 pieces of coverage and 28 backlinks
More than 200,000 website visitors to the side hustle page of the website in January

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