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Financial Wellbeing Programme
The long story short
Challenged with launching a new financial wellbeing programme during the Covid19 restrictions, Close Brothers turned to Clay10 for help.
Together we created a launch campaign that would engage employees working from home, create a buzz about the new tools that were available and sell out 13 or 18 financial wellbeing events that were available to employees.
The memorable visuals and combination of ‘drip feed’ communications in the campaign resulted in over 60,000 page views from only 2,255 employees and a total of 1,270 event bookings.
Close Brothers
The Brief
Close Brothers – a leading provider of financial wellbeing programmes – asked for help in launching a financial wellbeing programme to one of their new clients.
The launch needed to introduce employees to Close Brothers – letting them know about the wealth of experience they can offer.
Specific objectives of the campaign included:
- Increase confidence of employees when dealing with their finances
- Embed the financial wellbeing theme within employees’ minds, so that they are able to recall it when needed
- Create a ‘buzz’ between employees, so that information about the financial wellbeing tools is also spread by word of mouth
The challenge was to create a launch campaign that would engage employees who were working from home in the Covid-19 restrictions.
The Solution
After agreeing a campaign timeline, we designed a striking visual to tie the campaign together. Using bespoke 3D assets, the visual integrated elements of the client’s brand, which were adapted to fit the visual style.
The client’s wellbeing logo was used as windmills on the scenery, and the colours of the logo were used in gems that were placed throughout the communications as marker points.
A series of communications, starting with a teaser campaign, were launched – the campaign included:
- Emails
- Promotional videos
- Screensavers
- Digital banners
- Intranet articles
- Surveys
The Outcome
Targeting an audience of 2,255 employees, the launch campaign achieved 21,755 page views in the first day of launch. By the end of the first week, there had been over 60,000 page views – an average of 26 pages per employee that was targeted.
By the end of the first day, around a quarter of employees also registered for one of the financial wellbeing events or webinars and at the end of the first week there 1,270 bookings onto events. This as a fantastic result for the client and meant that 13 of the 18 available events were fully booked.
Going forward, the insights gained during the launch week will be used to tailor further new financial wellbeing content for employees and inform a series of email ‘top tips’ communications.
We’re about to launch the finwell programme fully tomorrow, so I just wanted to take a moment to say a huge thank you for all your hard work over the last few months.
It’s been an interesting journey, during a challenging “covid” period, but I’m super proud of the standard of comms we’ve pulled together and am excited to see the results in the next few weeks.
She [our client] was incredibly positive and complimentary of the whole launch. She said she’s worked with lots of different providers in the past, but that this has been such a pleasure to work on, they’ve been really impressed with the visuals and sheer effort and enthusiasm that’s gone into the campaign. I genuinely don’t think we could have asked for better feedback so awesome team effort.
Katherine Lacey
Head of Corporate Marketing