Royal London Pensions

The challenge

How do you get women to engage with savings and address a growing pensions gender gap?

The tension

83% of UK females admit to having little or no knowledge of pensions. With auto-enrolment, lots of people contribute to a workplace pension, but don’t give much thought to how it works.

Our Point of View

Our #SecretLife campaign helped women navigate the complex, jargon-filled world of pensions with simple, non-judgmental, bite-sized content. Working with a perfect-fit Instagram influencer helped people ask obvious questions without feeling bad about their lack of knowledge.

THE RESULTS

Launched during Pensions Awareness Week, the campaign has been a game-changer.

 

50%

uplift in mobile app downloads vs. previous campaigns

38%

customers taking action on their pension after seeing the campaign

45x

industry average rate with influencer campaign

Award-winning

2021 Silver Marketing Society Star Award for Financial & Professional Services