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ABP: How do we draw attention to the financial position of women
We have developed a campaign for ABP to draw attention to the financial position of women. The ABP pension fund is one of the largest pension funds in the world and one in six residents of the Netherlands is affiliated with it.
They want to pay attention to the financial position of Dutch women with the campaign reality check† For these campaigns, Social Brothers collaborated with creative communication agency Enof. Together we developed a website and social media campaign.
In this case:
- Challenge
- Solution
- Facts & figures
Why are you already thinking about your retirement?
Challenge
The Reality Check campaign wants offer women insight into their financial situation and provide resources to better manage their finances. There are various tools on the website for this, such as a test to see how financially independent you are and a handy household book. In addition, women can register on the website for the Finance in the Fingers course, pension information or an e-learning module.
Social Brothers built this website. Its content is created by Enof. We as Social Brothers have taken care of the social media campaign. The challenge was to reach as many people as possible and thereby put this important theme in the spotlight.
Take the test yourself Social Brothers built this website. Its content is created by Enof. We as Social Brothers have taken care of the social media campaign. The challenge was to reach as many people as possible and thereby put this important theme in the spotlight.
Solution
In order to achieve a large reach for the campaign, we have put together a data-driven marketing strategy, based on the Touch Tell Sell principle. In this way we arouse interest in the subject within the specified target group. In addition, we set up a 'hyper local targeting' Facebook and Instagram campaign to reach participants of the International Women's Day march in Amsterdam.
Result
The primary objective of the campaign was to reach as many women as possible via social media. With 2.800.000 views, we can say that we succeeded. Many Reality Checks have been carried out within the target group and a waiting list has even been created for the training sessions. The most important thing is that an awareness has been created, so that ABP can bind people to it and strengthen its image.
Facts & figures
- More than 2.800.000 views
- Almost 15.000 click
- More than 6.000 Reality Checks
- 300 participants for the e-learnings
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