Principal

Digitally driven.

Services

Creative Services

Digital Services + Paid Media

Investing in the future.

Principal is a financial services company that helps individuals prepare for a secure financial future. They also provide businesses with competitive retirement benefits that assist with recruiting and retaining top talent. Principal aims to inform, educate and provide the financial tools and resources people and businesses need—while giving financial professionals the products and services to meet those needs.

Our Challenge

Engage and educate.

Financial professionals and financial advisors are key audiences for Principal. And digital and social media are both effective ways to reach them. Our goal was to engage key targets and nurture leads by driving audiences to gated content, including proprietary research with insights to help them grow their business.

Our Solution

How we advised advisors.

Our team worked side-by-side with the Principal Global Brand Center, their digital media partner, and Principal business unit stakeholders to create targeted advisor campaigns that centered on compelling research insights and drove action. Every step of the way we collaborated to optimize post performance and team efficiency. A solid investment.

Display Ads

A brand evolution.

Digital display ads were created in a variety of sizes, allowing for both static and animated executions across multiple sites throughout the year. As the Principal corporate brand evolved, so too did our digital and social creative executions. We adapted quickly to changing color palettes, newly developed iconography, and fresh photography.

Social

Optimizing opportunities.

In addition to display ads, the Red Dot team also developed social posts for LinkedIn for the advisor audience. We tested the effectiveness of carousels and roller videos to gain an understanding of which tactics were most engaging and successful at driving leads.