Nest | Everyday Investor Campaign Case Study

Nearly 1 in every 3 working age adults in the UK hold a pension pot with Nest.

Now with more than 13.2 million members and one million participating employers, Nest is playing a critical role in helping people save for their retirement.

Following a tender process Fireworx was appointed to help Nest marketing their Everyday Investor campaign, designed to show our members that investors aren’t just people in suits in London, but that they too are investors because they have a pension.

Challenge

Nest wanted to deploy a three phase campaign called ‘Everyday Investor’. Designed to show members that investors aren’t just people in suits in London, but that they too are investors because they have a pension.

In the first phase of the campaign, Nest highlighted one particular investment, a windfarm off the coast of Grimsby.

In the second phase, it showed members that they’re invested in the companies and brands they interact with daily, such as Sainsbury’s, Oreo, Ryvita, Hershey’s, as well as thousands of others. Nest partnered with Great British Bake Off champion, Candice Brown who created a recipe for them, using ingredients from brands that Nest members are invested in, and taught a handful of our members how to make it while talking all things pensions.

As part of phase 3 Nest were looking to showcase their investment in local communities. As Fireworx have offices in Dorset they wanted to promote their involvement with The Dolphin Shopping Centre in Poole.

Like many high streets in the UK, Poole town centre has been challenged by the continued growth of e-commerce, while having to compete with nearby retail destinations, including Bournemouth and a number of out-of-town retail parks. LGIM worked alongside the local people to help regenerate the area and create a sustainable asset that prioritises experience, localism and convenience.

Action

As a core need of the project required strong PR focus, the team at Fireworx partnered with specialists LizLean PR.

Working with organisations in Poole gave us unrivalled knowledge of the local business and retail landscape, the economic drivers, the stakeholder mapping, and the challenges and opportunities of the locality. With prior experience of The Dolphin and KINGLAND from an operational and consumer perspective. Both agencies champion Dorset while delivering work on a national scale.

As for the first two phases of the Everyday Investor campaign, the key is to drive awareness of Nest as, while they have 13 million members they aren’t actually well known.

Our proposed plan for the third phase was to focus on the human stories of the people who occupy the Kingland units, as well as the positive impact the regeneration has had on the area.

The strategic campaign approach focused on national and local media, including; video, content creation, developing and securing media coverage, paid social media activity, Public relations and radio.

By collaborating with Nests campaign manager we developed and implemented a media angle for and secured coverage to support the campaign, locally and nationally.

We created content inclusive of; multiple video stories, still images and voice overs, to support the key messages of the campaign for a variety of channels. Alongside this providing advice and expertise on the running of paid social media channels, including META and YouTube.

With data-led stories we focused on demonstrating how many Nest members are based in Poole, the value of their investment, and how they have invested in local entrepreneurs, this was mixed with hearing from Poole pensioners, what they were buying, and how they are now reinvesting their pension into the local economy.

By identifying retailers who have a Nest pension from previous employment – and revealing how that pension has helped them to achieve their ambitions, we aligned this to how the community had benefited from Nest’s investment: highlighting individuals, as well as the retailers themselves, who’s lives had changed as a result of the new retail area. For example, Steve Wyatt has connected with people who have since entered rehab themselves having been inspired by his story.

As awareness and engagement were key objectives, we needed to question throughout the creative process how we wanted audiences to engage with this. Getting people to interact with the content helped increase the adhesiveness of our message.