Wednesday 19th July 2023, London - BIG little LDN has been shortlisted for the Institute of Promotional Marketing (IPM) Awards 2023. The campaign that has bagged BIG little LDN their second awards nomination of the year is ‘Not just a nice to have’ for client, ALA Insurance.

The IPM has a proud heritage of recognising outstanding work in the UK’s promotional marketing and brand activation industry. Award winners represent tremendous examples of incentive, loyalty and engagement campaigns. They exist to champion the collaborations between brands, and agencies, with a particular focus on how brand partnerships can drive revenues and customer engagement. They reward only those who are truly disruptive containing outstanding examples of both strategy and creative.

‘Not just a nice to have’ features thrifty lifestyle influencer, Anna Lawlor (@thelongmum). The storyline follows Anna’s journey from when she found out about GAP Insurance, why she got a policy, what it covers and the peace of mind she now feels knowing she is 100% financially protected should her car get written off or stolen.

BIG little LDN has set up and managed several influencer marketing campaigns on behalf of ALA Insurance over the years and this campaign was the fourth with @thelongmum over an eight-month period. The campaign was entirely organic and the results showed many of Anna’s loyal followers had been engaging with the content throughout the duration, sharing how Anna had helped them understand what GAP insurance is, their own write-off woes, and their intent to buy.

Emma Critchley-Lloyd, Founder of BIG little LDN commented, “We’ve worked with ALA Insurance for several years, bringing them on a journey of discovery with influencer marketing, from not having an Instagram account to setting up a fully functioning creator programme that’s driving sales, education and social engagement. It’s great to be shortlisted for yet another campaign, hopefully, we can add another gong to the shelves for them.

This campaign was conceptualised at a time when consumers were cancelling policies that had no legal requirement and reducing their spending as the cost-of-living crisis dominated the news and the uncertainty of the future influenced decision-making. We needed to educate this money-conscious audience about what ALA GAP Insurance is while positioning the product as an essential purchase for motorists - “Not just a nice to have.”

We’re delighted to be recognised for our work and for influencer marketing to be gaining more recognition in the promotional marketing space.

Thank you to the IPM and the judges for shortlisting our campaign. And congratulations to this year’s finalists. We can’t wait to celebrate on the 28th of September.”

If you would like to work with BIG little LDN or find out more about how influencer marketing can level up your next promotional campaign, speak to Emma, Holly or Alice.