Legal & General Launches Social Media Push

Smith & Milton is launching a social media engagement campaign for Legal & General to raise awareness of its organising thought, Every Day Matters.

The activity, which starts this week, will drive awareness with a younger target demographic of under 35s, as well as deepening brand engagement with existing customers. The activity will also encourage Legal & General employees to connect more deeply with customers and the brand.

The social media activity encourages customers to share what matters to them via Twitter, Facebook and Instagram using the hashtag #everydaymatters. In return, Legal & General will make a donation to a selection of charity partners including Shelter, Age UK and Youth Net. These charities will encourage their social media base to share their own stories. The more customers that get involved, the greater the donation Legal & General will make.

It is the first time Legal & General’s ‘Every Day Matters’ organising thought has been used as part of customer-facing communications.

Smith & Milton is responsible for devising the social media strategy. The agency will also handle the content creation and aggregation as well as output of stories that are shared by Legal & General employees.

Richard Nunn, brand director at Legal & General, said: “Legal & General’s current customer base is older adults so we need to find a way to engage with potential customers from a younger age and social media is a vibrant, dynamic channel.

“We want to be perceived as a company that fulfils its promise to help make financial security easier to achieve – a business with a social purpose and a message to people that they need to act now. People respond to people, and that’s exactly why we’re asking the general public to share their stories. Smith & Milton has come up with a way to promote our brand promise that stays true to our tone of voice and will genuinely deliver value both to individuals and to society.”

Ben Mott, client services director at Smith & Milton, added: “This activity is about much more than brand awareness. It aims to engage a younger audience, building brand awareness early on. It’s also an opportunity to more clearly communicate what Legal & General does to a wider audience.

“We wanted to create a strategy that would deliver real worth to consumers and stay true to its brand values. Legal & General is providing a platform for people to share their stories, and to do so for the benefit of others.”