Willis Owen

During one ISA season, Willis Owen experienced an 82% increase in website visits. There was also a 26% increase in ISA sales compared to the previous year

Willis Owen is one of the UK’s leading online investment service providers offering access to funds that can be held within ISAs, SIPPs and other products. Linstock was originally appointed by Willis Owen in 2010 to run their press office during the busy ISA season, in the run-up to the end of the tax year.

Brief

Linstock is retained by Willis Owen to run a comprehensive programme of marketing and communications activity with the aim of driving visitors to the Willis Owen website and boosting ISA sales. The activity is particularly focused around ISA season when consumers are looking to invest their tax-free ISA allowance in the months leading up to the new tax year.

Activity

We conduct annual research into consumer attitudes towards risk, financial decision making and the economy. This annual survey takes place ahead of ISA season and is used to drive a programme of engagement with national and trade journalists, both in print and online.

Linstock has also developed messaging to be used with Willis Owen customers and stakeholders. We provide support to Willis Owen’s web presence on its own website, Twitter, and Facebook feeds. Linstock also supports Willis Owen in communicating a range of corporate developments.

During a recent ISA season, we organised a series of videos featuring Willis Owen’s Managing Director to drive wider digital marketing activity. We also arranged a two-week campaign of adverts placed across prominent stations in London’s Underground network to coincide with the rush for ISA sales.

Results

During one ISA season, Willis Owen experienced an 82% increase in website visits. There was also a 26% increase in ISA sales compared to the previous year. From a standing start and in less than three months, Willis Owen received 196 likes and high levels of engagement on Facebook. In total, over 7.9m people had the chance to see Willis Owen advertisements on Facebook or in the tube network. Levels of positive national and trade media coverage tripled.

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