Case Study: Legal & General boosts brand awareness and reach to tackle the "Money Taboo" with Crimson Hexagon social listening

Reviving A Regulated Industry With Social Media

Legal & General Group Plc., a major UK insurance, investment and pensions provider, set out to boost brand awareness and change public perception by breaking the taboo around talking about money. The team’s challenge was to drive open, useful conversations about personal finance while operating within strict regulatory and compliance constraints.

They ran an 18-month digital campaign, “Tackling the Great British Money Taboo,” combining pop-up Taboo Tents, CEO‑hosted Google+ Hangouts with independent experts, and five Rough Guide eBooks, supported by social partnerships and promoted via Hootsuite and Crimson Hexagon for listening, scheduling and compliant archiving. The campaign exceeded reach targets (Taboo Tent +37%, Rough Guide +129%, Money Hangout +38%), lifted brand awareness (+7.2% overall, +20.4% for 34–44 year‑olds), drove purchase consideration (44% of those exposed) and earned industry award nominations.

Legal & General

Sarah Daley

Experience Manager