TEN-2324-001 Digital Media Services for a test and learn Programmatic Campaign

Tender description

By the nature of auto enrolment, the majority of our members are generally disengaged. They are enrolled by their employer, meaning that they don’t actively choose us, or have to actively engage with their pension scheme to start saving. Despite the size of our member base (13 million total members), awareness of Nest is very low; unprompted brand awareness currently stands at only 3%, at UK population level. And a significant number of Nest members aren’t aware that they have a pension pot with Nest. One of Nest’s strategic priorities is to increase the proportion of members engaging with their online accounts, by means of activating their accounts or logging into their accounts at least once a year. Nest is not currently able to use digital advertising on an always-on basis. Instead, we have been taking a test and learn campaign approach to understand how programmatic digital advertising can best be used to reach our members online and drive specific actions from them. We have so far conducted two test campaigns in 2022 and 2023, which were successful, resulting in conversions which were double our original target. We are now looking to implement our third programmatic test and are seeking a supplier to work us on this Lot 1: : The primary objective of this campaign is to encourage disengaged Nest members to log into their Nest account. This would be reflected with an increase in members activating their accounts and/or logging in. Target audience Campaign goal Members who haven’t activated their online account Account activation (log in for the first time) Members who haven’t visited the Nest website and haven't logged into their account for over 12 months Account log in As these would be transactional and straight-forward methods of measuring the campaign’s success, how we evidence other forms of engagement is to be suggested by the appointed agency -