Legal & General: The Isolation Economy
In the wake of the UK-wide lockdown announced in March 2020, the country saw consumer spending patterns shift dramatically, leading to the rise of the Isolation Economy. Rostrum pitched the concept of understanding the make-up of the UK’s Isolation Economy (IE) to Legal & General, devising a research campaign which would look to determine the value and size of the IE, which groups in society contributed to it and how, and which shifts are likely to persist post-crisis to become a ‘new normal’. In only four weeks from brief to launch, Rostrum delivered a successful report uncovering the details behind how the COVID-19 crisis impacted the economic behaviour of the UK.
Rostrum surveyed 2,000 consumers and combined that information with economic analysis to create a research report. Our PR and design team worked together to create multiple campaign assets including a whitepaper, press release series, engaging social media content, an infographic, and interactive tools to support the launch. We then worked in close partnership with Legal & General’s internal social team to deliver a complementary digital campaign, utilising both paid and organic channels.
The results in numbers
100+ media hits
20 broadcasts, 33 national pieces of tier one coverage, 46 regional hits, 15 trade and 10 consumer mentions
60m ‘opportunities to see’
Organic social generated
Over 41.4K organic impressions
570 visits to brand site from organic posts
2.14% engagement rate
Paid social achieved
10.8k web visits
2.71% engagement rate