For every sector there’s a Pen

Pen’s range of expertise was going under the radar

Pen was going great guns. They were the second largest MGA in the UK, and they’d started to expand internationally.

The vision was to grow into a £1bn GWP underwriting and distribution business. To get there, they needed to be better at communicating their breadth of underwriting expertise. A true niche specialist, Pen has teams across 20 lines of insurance – from tech to cyber to marine and more.

However, not enough brokers knew they were so diversified. They wanted a LinkedIn paid ad campaign that would build brand awareness and get more eyes on the range of risks they can handle.

A campaign to rewrite the narrative

The campaign – ‘For every sector, there’s a Pen’ – positioned them as the specialist across multiple sectors. We created a pen for each of their lines of business. And a series of animations that communicated their range of expertise, while helping them stand out in a fun and distinctive way.

The campaign was a success…

The numbers don't lie.

With distinctive creative and to-the-point messaging, Pen's Linkedin ad campaign delivered outstanding results, exceeding forecasts with the following results:

Impressions 46% higher than the maximum target at 561,000.

Engagements 22% higher than the maximum target at 5,780.

CTR 0.98% - within target and a solid result considering clicks weren't the primary objective.

Additionally, the campaign delivered 83,000 video views with a video completion rate of 27%, significantly above the LinkedIn benchmark of 11.5% for the EMEA region, proving that the creative was highly engaging.