Just Group
Leading the thinking on Generation X
Insight
Generation X is entering retirement but remains overlooked by the industry. Just Group, a FTSE 250 retirement financial services specialist, saw an opportunity to lead by deeply understanding this cohort’s attitudes, lifestyles and financial needs.
New segmentation research revealed six distinct personas — but to make it count, Just needed to share the insights with financial advisors in a way that felt fresh, relevant and unlike anything else in B2B finance.
Impact
Our campaign, Just Ask the GenXperts, brought the research to life through nostalgic, interactive storytelling online. Backed by smart LinkedIn and programmatic targeting, the campaign delivered 4.4M impressions, 1.2M video views, and 213% over-performance
on clicks — all under budget.
It repositioned Just as a thought leader and featured in the company’s Annual Report.
Case study video
Campaign launch video
"The development of the Gen Voices platform and the advertising campaign has outperformed the expectations we set out when we developed the brief. Brilliant engaging creative combined with smart media planning. It’s gone so well we’ve quickly followed up the GenX work with Boomers."
Steven Lowe
Group Communications Director – Just Group
Impact
4.4m ad impressions
vs forecast of 3.9m – Equivalent
to £32k of extra media spend
1.2m video views
vs forecast 0.9m
7.4k clicks on banners
and videos vs forecast 3.4k