Legal & General

Legal & General is a FTSE 100 company, a top 20 global asset manager and a leader in the UK and US markets for managing retirement risk for pension schemes. Its strategy is based on ‘inclusive capitalism’, through which it protects its customers’ financial lives and creates value for shareholders, while also doing good for society.

Legal & General is one of the UK’s best known financial brands, but few people understand the breadth of its operations or how society benefits from them. Once simply a traditional insurance brand, in recent years the company has evolved to play a huge role in national efforts to, for example, level-up the economy, transition to net zero, provide affordable housing and promote health equity across the UK.

In 2019, Legal & General decided to launch a brand activation campaign with Wardour that would better articulate this social purpose, and we were asked to build and populate an online hub and to create social assets – including static quote cards, video and animation clips – to drive a broader audience to the content.

Over the past year we have continued to produce a range of creative content highlighting how the company invests money from the pension schemes it manages into the things that society needs, such as renewable energy and urban regeneration. But the most exciting development has been incorporation of our content into the group website for the first time, after the site was redesigned and relaunched in the autumn of 2021. Our videos, animations, infographics and written features now sit alongside the company’s press announcements, providing more depth around the benefits of Legal & General’s unique strategy. 

In the first stages of this long-running campaign, we carried out stakeholder interviews across the business to understand their needs. We have followed this by studying the regular content gap analysis produced by Legal & General’s SEO partner. We produce regular content about Legal & General’s inclusive capitalism activities in formats that engage audiences, and content is mapped against content pillars, and created to plug any content gaps identified by the SEO agency.

Results

Legal & General’s Brand Index score, based on a YouGov survey, has risen from 22 to 27 over the past year, driven by the brand impression score which saw previously neutral consumers developing a positive view of Legal & General.

A comparison of website analytics for Q3 2021 and Q3 2022 showed impressive achievements:

- dwell time of 5 minutes and 7 seconds (+35%)

- 7% fall in the bounce rate from 62.37% to 57.85%

- 403% increase in ranking keywords increased by 403%

- 103% increase in backlinks

The content has proved successful on the awards circuit, too, with Legal & General winning Best Corporate Website at the CorpComms 2022 Awards.

To learn more about how Wardour can help with your next campaign, pop us an email at hello@wardour.co.uk – we’d love to have a chat with you.