Influencer marketing case study: Unity Mutual
One of the leading Child Trust Fund providers, Unity Mutual, had a business challenge to grow brand awareness among Millennials and Gen Z, and strengthen its position as a trusted authority on savings for young people.
As some teens were potentially sitting on thousands of pounds as their CTF matured, Smoking Gun worked with Unity Mutual to educate young people on the options available to them.
We needed to help people understand what a CTF was and how to access it, why they should reinvest the money and the financial benefits of a Lifetime ISA.
But we needed to do so in a way that would engage Millennials and Gen Z. Content needed to be digestible, relatable and delivered to them as part of their daily media habits.
Smoking Gun knew it was important that this group was spoken to by their peers, so we launched an Instagram influencer campaign, supported by paid social to sharpen our targeting at every stage.
We partnered with three money-savvy teen influencers with highly engaged followings aligned to Unity Mutual’s target audience.
Each influencer took on our education topics in their own unique way, creating reels discussing what they were saving for in the future and explaining things like Government top ups for LISAs.
Smoking Gun managed the influencers at every stage, ensuring they were clearly briefed and that content was on-brand.
Capitalising on the content and supporting our sharp targeting of those in the market for a LISA, paid social media ads were split tested across Facebook and Instagram, optimised for both traffic and engagement.
The campaign promoted Unity Mutual’s market leading rates and used a clear CTA to send those engaging with content to the LISA landing page.
The campaign sparked thousands of engagements, video views and clicks – but more importantly the client saw an increase in applications for savings plans during the campaign period.
Comments on content were resoundingly positive and indicated that it was helping the target audience to consider reinvestment options they might not have otherwise understood.
A great success for our client in their debut influencer marketing campaign.
Read more about our approach to Influencer Marketing.