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Legal & General looks to promote the idea that every day matters in campaign by Smith & Milton


By Ishbel Macleod, PR and social media consultant

February 26, 2014 | 2 min read

Legal & General is looking to promote its every day matters brand proposition through a social media engagement campaign.

Handled by Smith & Milton, the campaign will look to drive awareness with a younger target demographic of under 35s, as well as deepening brand engagement with existing customers.

Customers will be encouraged to share what matters to them via Twitter, Facebook and Instagram using the hashtag #everydaymatters, and in return Legal & General will make donations to charities such as Shelter, Age UK and Youth Net.

Richard Nunn, brand director at Legal & General, said: “Legal & General’s current customer base is older adults so we need to find a way to engage with potential customers from a younger age and social media is a vibrant, dynamic channel.

“We want to be perceived as a company that fulfils its promise to help make financial security easier to achieve – a business with a social purpose and a message to people that they need to act now. People respond to people, and that’s exactly why we’re asking the general public to share their stories. Smith & Milton has come up with a way to promote our brand promise that stays true to our tone of voice and will genuinely deliver value both to individuals and to society.”

Smith & Milton is responsible for devising the social media strategy as well as brokering the charity partnerships.

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