INSIGHT-LED THOUGHT LEADERSHIP CAMPAIGN
With infrastructure being of strategic importance to government both in terms of the Covid-19 recovery and in the Levelling-Up agenda, ensuring that the needs of local populations are duly considered should be a key political ask. As such, our aim was to create an index used by commentators, media and local governments in order to measure the extent to which the UK is truly levelling up and to help identify and evidence local spending priorities. As such, our brief was to reinforce L&G as the leading institutional investor in the UK built environment sector, and in doing so support their overall brand awareness.
Our strategy was to create a distinctive quarterly index that drives regular content to engage with key audiences across web, social media, print / broadcast media and direct engagement. The index also sought to offer a platform for L&G to showcase the impact of their UK investment portfolio.
We designed the L&G Rebuilding Britain Index (RBI) to provide a key benchmark of the UK’s success in ‘levelling up’ the economy across the left behind communities and households in the wake of the global pandemic, identifying the UK’s investment priorities, regional investment gaps and barriers to increasing investment.
The campaign really highlights our ability to use the entire H/Advisors Cicero toolkit in order to deliver strong client outcomes across all disciplines – including media, brand and policyAndrew Roberts – Chief Creative Officer
Across social channels, the first three waves of the index alone achieved in excess of 1,000,000 impressions across Twitter and LinkedIn, with engagement (i.e. likes, shares and comments) of over 40,000 and more than 30,000 video content views. Compared against L&G’s press email benchmarks, all emails concerning the RBI exceeded the click rate.
The dwell time on the RBI hub was six times higher than the website’s average. Equally, the articles published in conjunction with the 2021 waves of the RBI are in the top 10% of L&Gs most viewed articles.
The campaign was covered by major press outlets, including BBC, Sky, Telegraph, Times, Daily Mail, CNBC, Bloomberg, and reached over 1.5 million people. It has also driven enquiries from around 150 central and local government officials. Furthermore, L&G CEO Nigel Wilson often uses RBI data to inform his work on the Prime Minister’s Build Back Better Business Council (BBBBC).
If you wish to discuss any of the issues mentioned in this article, please contact Andrew in H/Advisors Cicero’s campaigns team on email@example.com