Connecting Legal & General with its customers
Through its product and investment strategies, Legal & General has been working to help people achieve financial security since 1836, yet it wasn’t effectively communicating that to consumers. Our challenge was to show people that L&G is on their side.
Our research showed that only 13% of online searches about finance were product-specific. 87% of searches were looking for advice and information about money. This helped inform our strategy to fill the financial guidance gap by creating online platforms to provide people with accessible and selfless advice about money.
To do that we devised and delivered an integrated campaign for Legal & General that got people talking about money through innovative partnerships with Google and the respected publisher, Rough Guides. The year-long campaign delivered over 2 million video views, reached 27 million financially unconfident people on social media, generated 130 million earned media impression and won a City AM Business Personality of the Year Award for Legal & General CEO Nigel Wilson.
Working with Google:
As most people start their personal finance decision making process with a Google search, we approached Google to establish an ongoing partnership to create #MoneyHangouts.
Hosted by Nigel, these informal ‘kitchen table style’ discussion are a series of live Google Hangouts in which independent experts answer people’s questions on a particular topic submitted via social media.
Each Hangout was cut into highlights videos and promoted through a mix of paid, earned and owned media tactics across G+, YouTube, blogger partnerships, social media and editorial news coverage.
Four Hangouts were viewed 2 million times and created significant uplift in brand awareness for Legal & General amongst a key audience.
Working with Rough Guides:
Rough Guides is a respected publisher on how to guides. We created 5 free ebooks authored by independent money experts designed to give people practical advice on money in the context of different life stages, such as starting education, having a family or retirement.
Each book was hosted on a bespoke microsite and promoted through a partnership with Mail Online and a mix of paid, earned and owned activity across social, online and print channels, including: Creating #moneyrhymes with Mark Grist, which led to a raft of national and broadcast coverage and was supported by a social media competition to get people to submit their own rhymes and a ‘Twitter party’ In partnership with the blogger network BritMums to get a conversation going amongst influential parent bloggers. That alone reached over 11 million people.
Fewer than a quarter of FTSE 100 companies have corporate blogs and most just broadcast financial results. We decided to break the mould by creating a blog for CEO Nigel Wilson which would only be used to address social issues, not financial performance. Nigel posted regular blogs on a range of issues from Mansion Tax to infrastructure.
The blog led to 35 national media articles with a combined reach of 85 million, including front page of the Daily Telegraph and lead stories on the Today Programme and 5Live. We generated 3.8 million impressions on Twitter with #Nigelsblog and Nigel was named City AM Business Personality of the Year.