The UK’s largest mutual pensions provider, Royal London, did some research and discovered that, not only do most people not understand what their pension is, they don’t know where it goes, let alone that it goes towards something beneficial for the wider world.
We were tasked with changing that, helping to demystify pensions, answer the questions people have been too afraid to ask and promoting Royal London’s investment in responsible companies.
To engage a young, female target audience – and those that switch off to a seemingly dry and complicated topic – we needed new channels and a new approach…
Introducing the ‘#SecretLifeofPensions’: a fun, conversational and informative tone of voice, rolled out across bite-sized animations, infographics and Royal London’s first ever Instagram partnership with the influencer ‘Go Fund Yourself’ – featuring a live Q&A in the mix.
Engagement levels for the Instagram partnership have already proven to be their most successful ever for Go Fund Yourself, at 45 times the industry average. Royal London also saw a 50% uplift in app downloads and received 250% more video views compared to previous campaigns, as well as reaching 1 million+ customers, consumers, advisers and employers.