SPP Pension & Försäkring AB
SPP Pension & Försäkring AB is a leading Swedish life insurance and pension company, operating in the occupational pension market. As part of the Norwegian Storebrand group, SPP is distinguished by its strong commitment to sustainability and responsible investment, aiming to provide a future-proof pension for both private individuals and corporate clients. Their brand message, centered around "En pension värd att fira" (A pension worth celebrating), focuses on guiding customers toward realising their future dreams through effective financial planning.
The Challenge: Demystifying Pensions
The pension and savings industry often faces a challenge of low consumer engagement due to the perceived complexity of financial products. For SPP, the goal was to cut through the noise, educate potential customers on the value of their pension services, and drive direct sign-ups and engagement, particularly among younger or less financially experienced audiences. They needed a strategy that was accessible, informative, and aligned with their modern, forward-thinking brand.
The Solution: YouTube "How-To" Video Ads
Our strategy focused on leveraging YouTube's paid advertising platform to deliver highly relevant, educational content directly to users actively seeking financial guidance. Instead of traditional, product-focused advertisements, we developed a series of "How-To" videos designed to demystify the pension process.
The content was structured to address common questions and pain points, such as:
"How to calculate your future pension."
"How to choose the right risk level for your savings."
"How to sign up for your occupational pension."
This approach positioned SPP not just as a provider, but as a trusted educational resource and guide, perfectly aligning with their on-site messaging of "Vi guidar dig" (We guide you).
Execution and Targeting
The campaign utilised YouTube's advanced targeting capabilities to reach specific demographic and interest groups within the Swedish market. Key elements of the execution included:
Educational Content Focus: Creating short, engaging videos that provided clear, actionable steps, ensuring high viewer retention and perceived value.
Intent-Based Targeting: Using search and interest signals to place the "How-To" videos in front of users who were already researching financial planning, savings, or pension topics.
Clear Calls-to-Action (CTAs): Integrating strong CTAs within the video and the ad format to drive viewers directly to SPP's sign-up and calculator pages, facilitating the transition from learning to action.