age co

Age Co is a subsidiary of Age UK, the UK’s largest charity dedicated to people in later life.

They offer a wide range of services targeted at people over 50, from car and home insurance to legal services, funeral planning, and independent living solutions, donating their profits back to Age UK.

Impact

• 13.2m audience reach
• +16% increase in voice share vs. competitors
• 28 pieces of high-quality media coverage

"Myself and the Age Co marketing team have been working with Enjoy for a number of years now and over that time have expanded and grown our digital remit through strong performance and the continued optimisation of digital channels.  They have helped us build a whole new website, launch new products, journey into increasing our brand awareness, test new channels, and all while making sure our performance delivery is the best it can be. As a small growing subsidiary of Age UK we rely on strong partners and they fit perfectly in this space.  We have great processes in place that mean we work as one team to ensure we’re all working to agreed objectives and targets so they can take ownership and deliver projects big and small."

Sally Palmer, Senior Marketing Manager

Background

We’ve had the pleasure of working with both Age Co and Age UK for many years now, overcoming challenges, uncovering opportunities, and sharing plenty of success along the way. Through regular immersion sessions and project work, we’ve built a deep understanding of both organisations; their goals, their audiences, their challenges, and their competitors.

This solid strategic understanding, combined with our continual focus on improvement, has helped us produce some exceptional results for Age Co since we partnered up.

Challenge

While our initial work for Age Co was heavily geared towards driving quotes and sales across their insurance portfolio through paid channels, a digital deep dive, delivered as part of our discovery process, alongside wider Age Co research, highlighted a lack of consumer awareness around the Age Co brand. This was a big barrier for their business, limiting the volume of leads we were able to generate, for several reasons:

• Non-brand cost-per-clicks were increasing and becoming ultra-competitive
• Conversion rates for non-branded terms were plateauing, meaning the volume of leads would naturally decline
• The non-brand organic space was also becoming more competitive, meaning above the fold rankings were harder to secure

We also knew that Age Co had ambitions to grow their share of voice in a highly competitive marketplace. To help realise this, it was clear we needed to introduce more top-of-funnel brand awareness activity to complement Age Co’s more conversion-centred marketing approach.

Putting Age Co in the digital spotlight

Digital PR is an effective channel for brands looking to build their online visibility, positively shape brand perceptions, and stand out from the competition. So we recommended our Digital PR Services to Age Co, and our PR team quickly got to work.

We developed a campaign rooted in unique, primary data, ensuring we had a story that was both newsworthy and tightly aligned with Age Co’s brand.

The campaign centred around updates to the Highway Code, asking: could the UK’s most experienced drivers still pass the theory test?

To find out, we surveyed over-50s across the UK, benchmarking their knowledge of the updated rules. We also aggregated data from secondary sources to reveal some surprising statistics about the proficiencies of older drivers.

This created a relevant, timely, and impactful story that resonated with both journalists and audiences.

The results

The digital PR campaign was a huge success, resulting in:

• 28 pieces of media coverage, all in high-authority publications
• 13.2 million total reach, putting Age Co front and centre in the conversation
• +16% uplift in voice share versus competitors

We even secured a feature in PR Moment’s Good and Bad PR Round-up; we’ll let you guess which side we landed on.

Beyond the stats and coverage, the campaign delivered tangible business benefits for Age Co:

• Boosted brand awareness and consideration, widening the top of the funnel
• Positioned Age Co as a credible, relevant voice in the insurance space
• Supported long-term marketing efficiency by complementing paid and organic performance activity

With a renewed strategic balance between brand and acquisition, Age Co was able to strengthen its presence across the customer journey, and the results speak for themselves.

What’s next?

Through insight-driven PR, we’ve helped Age Co generate millions of impressions and meaningful engagement, supporting their mission to help people make the most of later life.

We’ve helped build a more sustainable digital presence, one that supports both long-term brand growth and short-term performance, and we’re excited to keep pushing things forward.

And the best bit is that we’re only just getting started.

Let’s get growing!

Enjoy is a digital experience and performance marketing agency. And our mission is to transform and grow brands digitally, ethically, and sustainably, and to forever challenge expectations about what digital can deliver.

Since we started in 2008, we’ve worked with over 275 brands, and yours could be next. Find out more about our insight and digital experience services, and get in touch today!

Find out more about our performance marketing services, and get in touch today!