PensionBee
Educational content on pensions and maternity leave boosted user confidence
“We teamed up with Mumsnet to educate their community about a crucial yet frequently overlooked topic, and to raise awareness of our service. The campaign achieved brilliant results, garnering significant engagement from the Mumsnet audience. Additionally, we were thrilled to have Mumsnet's CEO, Justine Roberts, as a guest on our podcast.”
- PensionBee (2023)
Brief in brief
Drive consideration of PensionBee’s service amongst parents and get them thinking about their future.
Opportunity
Our latest finance survey showed that 66% of parents are more likely to report below average knowledge when it comes to their pensions. Despite being a crucial aspect of financial planning, pensions often occupy the backseat in parents' busy lives.
Partnership overview
We created an educational content series, featuring a highly successful Ask the expert with a PensionBee specialist and engaging editorial content centred around pensions and maternity leave. Both components struck a chord with our users, boosting their confidence in these subjects. To further amplify the campaign's impact, we used influencers as real life examples and strategically placed displays across key site areas.
Results
Influencer activity achieved a 9.8% engagement rate (+145% on KPI)
Two Mumsnet influencers were recruited to promote different aspects of PensionBee’s key messaging via a series of Instagram posts
Editorials achieved 45k pageviews
Partnership editorial: Providing financial support and guidance during the cost of living crisis
Brand-led editorials: Three educational articles on setting up pensions during maternity leave, pension management and teaching children about money
Ask the expert received 178 questions (+256 on KPI)
Offering users the opportunity to have their pension questions answered by a PensionBee expert, positioning PensionBee as a trusted brand that is there to help
