June 07 2021 – Legal & General and Adthena have been shortlisted for the Global Search Awards 2021 with their ‘Going for gold in retirement’ campaign.
The Global Search Awards reward and celebrate the very best companies and people working in PPC, SEO, and Content Marketing across a variety of business sectors, in a shifting digital landscape which inspires innovation, creativity and connectivity.
Watch the Going for gold in retirement story in 90 seconds with this video:
Search helped Legal & General move towards the UK’s number one spot in retirement
Financial services group Legal & General wanted to go beyond product-level marketing and improve their overall brand position, with a goal of moving towards the number one position in retirement.
Going for gold
Legal & General began their pursuit of the number one position with a full analysis of the current landscape, using Adthena search intelligence to benchmark market share in a number of categories. They divided up competitors into three segments: leaders, challengers, and rising stars. In the process, they discovered there was no true overall leader in retirement. There were a few companies clustered at the top, but none with a significant share of the market. The number one spot was there for the taking, and Legal & General was ready to become the brand leader.
With that benchmark, they conducted further analysis to understand their performance and unified their messaging to gain traction in areas of opportunity.
The result was +140% increase in search visits, +160% boost to search conversions, and +60% increase in category market share, putting them in the top ten for retirement and on the path to being the UK’s number one retirement brand.
Read the full Case Study here