Aviva x BuzzFeed UK
Pensions Education campaign
Insurance firm Aviva was looking to drive awareness of its Save Smarter Hub — prompting those without a pension to start one and getting consumers actively engaged in decision-making around their pension.
But with the British Millennial demographic, it's just not the message that's important, it's how you deliver it. I put together a content strategy designed around a core insight: that on the subject of money, readers primarily looked to see how their peers are tackling challenges, seeking reassurance and validation before voicing their own opinions.
This strategy put pensons through a more relatable, human perspective — adopting a variety of formats to create engagement around a topic that many had never even thought about.
Key Stats
Exceeded click to site rate goal of 0.10% by 92x overall, with highest performing post hitting 21.82%
Exceeded average dwell time goal by 3X - achieving 5.94 min overall vs 2 min norms
Art Director: Antonia Bonello.
Design: Ben Armson
