Driving change in the pensions industry

BRIEF

For one of the UK’s leading financial advisory firms, there was a significant desire to start to change how the world talks about pensions and retirement savings – focusing more on individuals rather than companies. Doing so would put the business at the forefront of the industry, unlocking valuable profile and thought leadership opportunities across the influential national personal finance press.

SOLUTION

To achieve these aims, we worked collaboratively with the client on a major multi-channel campaign spanning PR, content and digital engagement. Using survey data obtained in partnership with YouGov, a drumbeat of news stories and feature articles was implemented, alongside a robust pipeline of written and multi-media content – all amplified by targeted social media engagement.

OUTCOME

The campaign, over the course of several months, reached an estimated audience of more than 127 million across all channels – including major national media coverage in The Times, City AM and other influential outlets. Significant gains were realized in terms of content effectiveness via a dedicated microsite as well, including:

• A 9.8% increase of blog content by volume, yielding a rise in traffic and engagement of over 35%
• Significantly higher time retention among readers (50% uplift in average time spent on site)
• Significantly lower bounce rates (57%)