Penfold
Social Media Management | Strategic Consultation | Influencer Marketing
We worked with digital pension provider, Penfold in their early days to help establish their name amongst the self employed. We wanted to educate small businesses and freelancers on how important it is to start saving for a pension, drive new sign ups to their pension plans, and ultimately get more people talking about pensions.
The challenge we had was that we were working on a ‘start up’ budget…aiming to achieve a lot for not much spend.
We decided to use Pensions Awareness Day as a hook and reason to be talking all things pensions. This was an opportunity to jump onto a trending topic and spread Penfold’s message and drive sign-ups without spending a fortune.
What we did:
We developed a cross-channel marketing campaign to connect with our target audience and engage them in conversation around pensions for the self-employed
We added an incentive - a bonus £25 into your pension pot when you sign up today.
We created a digital 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 content and managed all engagement across social media channels.
The Results:
We drove the highest number of daily sign-ups that year:
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:
Ellie Austin-Williams
“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.”
