Case Study: Royal London engages women in pensions savings with Guy & Co's #SecretLife campaign

Royal London boosts pension engagement 38% with Guy & Co

The customer, Royal London, faced the challenge of a growing pensions gender gap, with a significant majority of UK women admitting to having little knowledge of pensions. The vendor, Guy & Co, was engaged to create a campaign that would increase engagement with savings.

Guy & Co implemented the #SecretLife digital marketing campaign, which utilized simple, bite-sized content and an Instagram influencer to help women navigate pensions without judgment. This solution drove a 50% uplift in mobile app downloads, led 38% of customers to take action on their pension, and achieved an engagement rate 45 times the industry average, winning a Marketing Society Star Award.

Royal London