Penfold
Social Media Management | Strategic Consultation | Influencer Marketing
The Brief:
Educate small businesses, freelancers and the self-employed on how important it is to start saving for a pension
Drive new sign-ups
Get people talking about pensions
The challenge:
A ‘startup’ budget
The idea:
Use Pensions Awareness Day as a hook and reason to be talking pensions.
An opportunity to jump onto a trending topic and spread Penfold's message and drive sign-ups without spending a fortune.
What we did:
Developed a cross marketing campaign to connect with our target audience and get them engaged.
Added an incentive - a bonus £25 into your pension pot when you sign up today.
Created a quiz for people to enter with a chance to win £500 into their Penfold pension pot. The key to the quiz was that the questions centred around pensions facts and how flexible Penfold pensions are. All the answers were either in Penfold blog posts on their website, or in that day’s social media posts to encourage engagement and drive website traffic.
Organised and hosted pre-recorded and live pension talks and webinars across social media, tapping into our ambassadors and extending to new partners.
Created all contents and managed all engagement across social media channels.
The Results:
We got people talking about the importance of a self-employed pension across social media and we drove sign-ups with the highest number of daily sign-ups that year.
The Stats:
178% increase on daily sign-ups driven by the PAD activity
1023 entries to the online quiz we created
812 email subscriptions
28% increase in Instagram followers
35% increase in Twitter followers
2 Instagram Lives + 1IGTV
237% Increase in website traffic on the Awareness Day
All of this in a single Awareness Day’s work.
Doers working on Penfold:
Jess Sims
Laura West
Ellie Austin-Williams
Ben Hayes
Benjamin Brown
“The Doers are the perfect mix of ‘In-house’ or ‘Agency’. Their amazing network means whenever random marketing needs pop up, they can find someone to help, at no hassle for us.”
