Case Study: Legal & General Group Plc achieves major brand awareness lift and increased social reach with Hootsuite

How Legal & General turned financial secrets into an award-winning brand campaign

Legal & General, a major UK insurance, investments and pensions group, set out to break the “money taboo” and improve brand perception in a highly regulated sector. Faced with widespread reluctance to talk about finances and the need to run fully compliant social campaigns, the company aimed to make financial conversations more open and build trust with consumers.

Their 18-month "Tackling the Great British Money Taboo" campaign combined in-person Taboo Tent pop-ups, live Google+ Hangouts hosted by the CEO with independent experts, and five Rough Guide eBooks, supported by social listening and compliant publishing via Hootsuite and Crimson Hexagon. The campaign exceeded reach targets (Taboo Tent +37%, Rough Guide +129%, Money Hangout +38%), drove a 7.2% overall brand uplift (20.4% for ages 34–44), and saw 44% of those exposed to sponsored content say they would consider buying Legal & General products—garnering multiple industry award nominations and wins.

Legal & General Group Plc

Anna Doman

Brand Marketing Manager