Media: The Actuary magazine is owned by the Institute and Faculty of Actuaries (IFoA) and has been providing in-depth, authoritative coverage of all things actuarial for over 30 years.
Challenge: To survey a highly targeted segment of the profession to assess their preparedness for IFRS 17 implementation – a new insurance standard set to transform the way actuaries work. The results would inform an original white paper, downloadable from moodysanalytics.com.
Collaborating with The Actuary enabled Moody’s Analytics to reach a highly targeted audience in a brand alignment that inspired trust and provoked a robust survey response. It was gratifying to learn that the white paper we produced continued to attract downloads throughout the year.
Solution: Partnering with The Actuary enabled Moody’s Analytics to reach an already engaged audience via a media brand they value and trust. Survey questions were agreed with The Actuary editorial team, then promoted via The Actuary magazine, website, weekly e-newsletters and social media channels.
When a robust response was achieved from actuaries working for insurance companies, The Actuary brought on board a specialist writer to analyse the data and use the insights to inform a co-branded white paper. This was also promoted via The Actuary print and digital channels.
Results:
250+ downloads of the white paper, which continued to attract interest long after its release date in 2020
This above-expectation result prompted Moody’s Analytics to repeat the exercise the following year with a updated survey to inform a second white paper
To date, since going live in March 2022 this has attracted 235+ downloads
A Moody’s Analytics Linkedin post promoting it achieved an engagement rate of 4.35% (anything above 2% is considered ‘great’)