---
title: How content superpower drove pension results for Irish Life
description: Driving sign ups for Irish Life's Pension Portal, an industry with notoriously low engagement, through engaging creative and strategic content.
image: https://www.256content.com/hubfs/irish_life.jpg
---
[ ](https://www.256content.com)
- Services
- [Content Strategy](https://www.256content.com/services/content-strategy)
- [Personas](https://www.256content.com/services/personas)
- [Content Managed Service](https://www.256content.com/services/content-managed-service)
- [Content Operations](https://www.256content.com/services/content-operations)
- [Campaign 360](https://www.256content.com/services/digital-marketing-advertising-agency)
- [Data Analytics](https://www.256content.com/services/data-analytics)
- [Custom Dashboards](https://www.256content.com/services/dash)
- [Market Intelligence](https://www.256content.com/services/competitor-analysis)
- [Siteseer](https://www.256content.com/services/content-audit)
- [Internal Communications](https://www.256content.com/services/internal-communications)
- [Shine Video Production](https://www.256content.com/services/video-production)
- [Unlocking Team Talent](https://www.256content.com/services/video-production/intfluencers)
- [Social Media Services](https://www.256content.com/services/social-media)
- [Case Studies](https://www.256content.com/case-studies)
- [Blog](https://www.256content.com/blog)
- [Contact](https://www.256content.com/contact)
- [About Us](https://www.256content.com/about-us)
- [Our Values](https://www.256content.com/our-values)
- [Careers](https://www.256content.com/careers)
- [Resources](https://www.256content.com/resources)
# Goodbye boring – how content superpower drove pension results for Irish Life
### %
average conversion rate
### %
average open rate
### %
highest registration rate
## Services provided
Content managed services, Content operations.
## The challenge
Irish Life Corporate wanted to drive awareness and registrations to get existing pension members to use Irish Life’s new online Pension Portal.
## What we did
256 created the ‘Driving your Pension’ creative and a ‘Register to Win’ competition to drive registrations.
A suite of custom animated and mash-up videos launched the Pension Portal. Another video demonstrated new features and tools - handy calculators and tools helped users to plan their dream retirement and understand how a small change now results in a big difference later – a critical message to educate young professionals.
Email workflows played an important part. 256 created engaging email workflows that spoke to the recipient, not just at them. By helping customers ‘navigate the pensions Spaghetti Junction,’ we stood out in inboxes and boosted conversion rates.
The emails were delivered in tranches which allowed us to closely monitor and tweak them as time passed to maximise results. We edited body copy, subject lines, redesigned graphics and edited videos – iterating helped accelerate performance and results improved astronomically.
Social content supported the email and video; this was a multimodal, strategic content-led program.
## How it looks
## Encouraging members to register for our award-winning Pension Portal is a massive focus for us as a business, but pension engagement is notoriously low, so motivating people to take that first step and register is a vital step on the journey. The creative from 256 really stood out and won the day. Few agencies combine this level of strategic content marketing capability AND the capacity to deliver truly captivating creative, but 256 really nailed it.
### Tríona Kelly Hanlon
Content Marketing Manager at Irish Life
## Case Studies
[](https://www.256content.com/case-studies/accessible-and-inclusive-tourism)
[](https://www.256content.com/case-studies/super-social-micro-learning-videos)
[](https://www.256content.com/case-studies/burst-oral-care)
[](https://www.256content.com/case-studies/education)
[](https://www.256content.com/case-studies/addressing-irelands-gender-pension-gap)
[](https://www.256content.com/case-studies/keelings-rewilding-ireland)
[](https://www.256content.com/case-studies/intfluencers-irish-life)
[](https://www.256content.com/case-studies/fyffes-great-banana-bread-bake-off)
[](https://www.256content.com/case-studies/tourism-tone-of-voice)
[](https://www.256content.com/case-studies/irish-life-pension-portal)
[](https://www.256content.com/case-studies/fyffes-bananas-superfood)
[](https://www.256content.com/case-studies/vizor-by-regnology-content-strategy)
## [See more case studies](https://www.256content.com/case-studies)
## Get in touch...
It’s time to get eyes on your content chaos.
Fill in the form and a real human 256er will get back to you.
### Our Clients
.png?width=64&height=30&name=logo%20(1).png)
256 South Circular Road, Dublin 8, DO8 P6C6
[+353 1 473 5040](tel:+35314735040)
**New Business Enquiries:** [**Contact Us**](https://www.256content.com/contact)
Follow us on social to keep up with our projects, client work and content wisdom.
-
-
-
TFS Media Agency Ltd t/a 256. Registered in Ireland Company No. 525946. VAT No. IE 2975710SH Director: K Hesse.
- [Privacy Policy](https://www.256content.com/privacy-policy/)
```json
{
"@context" : "https://schema.org",
"@type" : "BlogPosting",
"author" : {
"@type" : "Person",
"name" : "256",
"url" : "https://www.256content.com/case-studies/author/256"
},
"dateModified" : "2022-11-25T17:52:13.521Z",
"datePublished" : "2022-09-19T01:30:00.000Z",
"headline" : "How content superpower drove pension results for Irish Life",
"image" : [ "https://www.256content.com/hubfs/irish_life.jpg" ],
"mainEntityOfPage" : {
"@id" : "https://www.256content.com/case-studies/irish-life-pension-portal",
"@type" : "WebPage"
},
"publisher" : {
"@type" : "Organization",
"logo" : {
"@type" : "ImageObject",
"url" : "https://www.256content.com/hubfs/256-logo.png"
},
"name" : "256"
}
}
```