The Income Protection Taskforce (IPTF) is reaching out to Instagram personal finance influencers in the next stage of its campaign to raise income protection awareness and help young consumers aged between 18 and 35 better manage their money.
In early July, the IPTF launched Ziggy’s Money Moves – a brand that seeks to connect with young consumers through ‘relatable, real, light-hearted’ financial content.
The new character-led brand, supported by Moreish Marketing and its own Instagram account (@ziggysmoneymoves), sees personal finance whizz Ziggy help his flatmates – Anna, Jo and Zayne – navigate the world of money.
Providing a progress update to Health & Protection, campaign lead, Katie Crook-Davies said that with a month left of the planned three month trial, she was very pleased with the results so far.
“Anyone with social media experience will know that growing a sizable Instagram, let alone an engaged sizable following, is no mean feat, especially in just two months, and even harder when done organically with no paid advertising,” she said.
“So while we’ve kept a close eye on the numbers and analytics, we’ve tried not to put too much weight on them and instead recognise the importance of slow growth and building trust with our following.
“Growing a blog is a gradual process, potentially taking years to see real traction, so while initial signs have been positive, we look forward to the future and seeing how Ziggy’s Money Moves continues to grow and how the personal finance content we release helps financial advisers to have more protection conversations with young clients.
“We hope to partner with a number of Instagram personal financial influencers, or ‘finfluencers’, to support this growth. These accounts already have engaged audiences and will help us to increase our reach with the target consumer segment.”