Foresters Financial are an international financial services provider, helping everyday families achieve their financial goals through a selection of financial products such as Insurance, ISAs and Pension Planning. Whilst Foresters already maintain a healthy share of the Child Trust Fund market in the UK, they were keen to increase their share of Junior ISAs.
With many competitors bidding on Foresters’ brand terms, it was crucial that a comprehensive brand strategy was put in place. This defensive approach ensured that Foresters maximised their search presence across their three core brand names. Following this, an expansive generic keyword strategy was implemented giving Foresters a considerable increase in awareness across higher funnel searches, by targeting terms around Junior ISAs and Children’s savings accounts.
Display and video activity was utilised to help further generate conversions and also cost effectively raise brand awareness. Demographic targeting ensured these adverts were reaching Foresters’ target market of young families with disposable income.
A considerable increase in new Junior ISA applications was generated from the extensive search activity. The granular campaign structure meant activity could be ramped up significantly in peak seasons, thus greatly increasing the level of awareness and new applications within these periods.
Display and video advertising produced a substantial increase in brand awareness. Due to in-depth targeting, over 20,000 video views were achieved at a cost of just £0.05 per view. Whilst over 1.4 million impressions were gained across relevant websites from display advertising.