Improving performance through targeted scale for Nest Pensions

16th February 2018
by Jacqui Wallis

“Addition+ have become part of our extended team, focused on delivering measurable, integrated and innovative campaigns, which have exceeded our expectations.”

Ranila Ravi-Burslem, director of marketing strategy and planning, Nest

Founded in 2008, NEST is a defined contribution pension scheme, set up by the government specifically for auto enrolment. NEST has an obligation to accept every employer that chooses to use it. There are around 5 million members signed up with NEST.

The goals Addition+ set out to achieve for NEST included:

  • Increasing scheme applications
  • Hitting target CPA
  • Improving awareness of the brand and its offering

At the same time, the challenges included:

  1. Highly competitive environment
  2. Ensuring cost-effectiveness
  3. Wide ranging target audience group of SMEs and sole traders


  • +84% conversion rate
  • -43% CPA rate below/cheaper than target
  • +110% site traffic
  • +22% conversions above target

The Addition+ Difference

  1.  Improving performance – Addition+ used machine learning to optimise the campaign, maximising scheme applications and improving awareness.
  2. Targeted scale – Using data analysis, we targeted relevant audiences in real-time. Algorithms built in-house provide sustainable, accurate scale.
  3. Live innovation – The NEST campaign ran across premium sites, and incorporated radio in order to increase brand awareness against important audience segments.


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