As we (quite rightly) strive to deliver measurable revenue conversions, the influence of human stories is often forgotten in B2B marketing, with brands focussed of defining product and service capability rather than building an emotional connection with the audience.
We reminded ourselves of this recently when planning the next wave of Standard Life’s Workplace Pensions campaign.
Whether you run a business or work for one, chances are you’re familiar with Workplace Pensions.
Auto-enrolment was introduced by the Department for Work and Pensions to help more people save for their retirement. Businesses across the UK have gradually been going though the process of enrolling employees into suitable workplace pensions schemes, starting with large enterprises, before moving on to SMEs.
As the profile of staging companies changed, it was important for Standard Life to position itself as a relevant and trusted provider for smaller businesses.
We were asked to evolve existing messaging frameworks to have a stronger resonance with the SME market. Qualitative research and customer journey mapping were used to provide direction for a new, more customer-centric approach to market.
The output was a series of new brand videos designed to create more empathy with the market and demonstrate that Standard Life supported ‘businesses like yours’. By elevating the brand, the aim is to create a halo effect for all other activity while building confidence and trust.
The videos are broadcast via social channels to achieve high levels of reach and targeted impressions in a cost-effective way. Tactical retail activity – including search, display, email and social – runs alongside the video promotion to drive online conversions.
And visit our YouTube page to watch more videos created by the Crocodile.