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Case Study

Hitwise helps the UK’s Pension Service target low income men aged 50-64 online.

“Hitwise has helped us to strategically target our audience online. The Hitwise account managers are well informed about our needs and add value to our marketing programmes.”

Harry Davies, E-Comms Adviser, Department for Work and Pensions

The Challenge

The Pension Service (part of the Department for Work and Pensions) operates a free service that traces pensions for people who have lost contact with their private or occupational pensions. The DWP turned to Hitwise to find a way to target users of this service online (men aged between 50 and 64, with an income below £29k) and develop a co-ordinated online marketing campaign.

The Solution

Using the Hitwise Demographic Site Search feature, the DWP was able to quickly isolate the websites that their target audience visited regularly. They subsequently bought keywords and banner advertising on these websites as part of an affiliate/banner advertising campaign.

The websites selected (including Genes Reunited) performed well over the 4 week campaign, with the Pension Tracing Service conducting 4,427 traces in the month (up from an average of 3,300/month), an increase of 34%.

The Benefits

Hitwise has given the DWP a better understanding of our online audience and helped us target our marketing spend more effectively.