L&G ‘Leading the Way’ – Social Campaign
The Lifetime Mortgages team were underwhelmed by the creativity and impact of their current agency’s work. Despite having a wealth of powerful video content, it wasn’t being used effectively to reach or engage advisers. They needed a partner who could maximise the value of these assets, bring fresh ideas to the table, and raise awareness of their new “Leading the Way” campaign across adviser audiences online.
Our Approach
We distilled the most compelling moments from their extensive video library and transformed them into memorable, human-centred adviser stories - each one aligned with L&G’s core values of authenticity, compassion and teamwork.
To broaden reach and meet advisers where they are, we also expanded the channel mix beyond LinkedIn, trialling Meta to connect with advisers during their downtime and diversify engagement opportunities. Every asset was designed to feel warm, real and rooted in emotional storytelling rather than corporate messaging.
We created:
- A series of short-form reels highlighting individual adviser and employee stories
- Engaging carousels breaking down key campaign messages
- Static formats built for thumb-stopping clarity and performance
- Multi-variant creatives allowing us to test formats, narratives and placements across platforms
This combination of people-led storytelling, smart channel use and creative variety ensured the campaign resonated deeply with adviser audiences and maximised the impact of the existing video content.
The Results
The campaign showed a significant improvement on previous results with a staggering 313% increase in landing page traffic, 78% improvement on CPC, 86% improvement on cost per engagement and average video view completion rate was increased by an impressive 517%.