Challenge
The Crocodile won a multi-phase pitch to promote leading financial services provider Standard Life’s online auto-enrolment solution for SME workplace pensions. The scheme provides businesses with a quick, understandable and fully compliant pension solution, available online. We were tasked to drive business managers to an auto-enrolment website where they can sign up.
Approach
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 Emotional Power of Video Stories
The influence of human stories is often forgotten in B2B marketing, with brands focussed on defining product and service capability rather than building an emotional connection with the audience. This was our focus when developing a series of campaign videos – designed to create more empathy with the SME market and demonstrate that Standard Life workplace pensions are perfect for ‘your kind of business’.
The videos were promoted via social channels and YouTube to achieve high levels of reach and targeted impressions in a cost-effective way. Tactical activity – including search, display, email and social – runs alongside the video promotion to drive online conversions.
Delivery
We then helped Standard Life generate traffic primarily through a combination of SEO, PPC and display remarketing, as well as ongoing organic and paid social media. Conversion rates were maximised by optimising the customer’s journey through the campaign site. The project required a clear understanding of the B2B customer experience and drew strongly on our integrated marketing capabilities including, digital services, social media, PPC and strategic marketing intelligence.
Increase in application conversion rate
30%
Cost/conversion reduced by
40%
YouTube views
250k+
