Social-First Creative Agency
A practical guide to understanding what the buyer really wants and how to build a winning response.
Think beyond traditional pensions communication
Nest isn't looking for the usual pensions communication.
They're looking for something fresh, engaging and culturally relevant.
This contract is about transforming the perception of pensions through organic social media.
It's about making pensions interesting on platforms like TikTok.
With a contract valued at £900,000 and running from December 2026 to December 2028, extendable for another year, this isn't just about producing content.
It's about creating a movement.
Pay attention to what they say
Nest is clear about their ambitions.
They want to "banish the dull" from pensions communications.
This isn't a task for the faint-hearted.
The focus is on organic social media only, which means no paid promotions.
The challenge is to build trust and brand relevance through creativity and strategy.
If I were crafting this bid, I'd emphasise how my approach aligns with their vision of making pensions exciting and engaging.
Don't just focus on content creation
While creating engaging content is essential, it's not the whole story here.
Nest is looking for strategic partners.
Partners who can review, evolve and deliver a comprehensive social media strategy.
I'd be weaving in stories of how I've transformed brand perceptions through strategic social media campaigns.
How I've used emerging platforms to engage audiences in ways they hadn't imagined.
Show how you'll grow their presence on emerging platforms
TikTok. It's one of the platforms Nest is keen to explore.
How will you help them make a mark there?
What strategies have you used to grow audiences on such platforms?
If I were writing this tender, I'd provide concrete examples of past successes.
I'd explain how I plan to leverage TikTok's unique features to capture the audience's attention.
Demonstrate your strategic and creative expertise
Nest is looking for both strategic and creative expertise.
Evidence of your past work will be crucial.
I'd be including case studies demonstrating my ability to evolve and deliver engaging social media content.
I'd focus on examples where I've made complex or traditionally uninteresting subjects captivating and relevant.
Remember who you're trying to convince
Social media is about people.
Nest wants to connect with their audience long before they're thinking about their pensions.
This is about building familiarity and trust.
I'd think about the audience's journey and how my content can meet them at different touchpoints.
How can you make pensions a topic of conversation?
Consistency is key
It's easy to start strong, but how will you maintain that momentum over the contract's term?
Consistency in quality and engagement across platforms is vital.
I'd outline my plan for sustaining content quality and audience engagement throughout the contract.
Evidence always beats promises
One thing I noticed when I worked in the public sector was that almost every bidder claimed to deliver an excellent service.
Very few proved it.
If you have evidence, use it.
- Case studies of successful social media campaigns
- Metrics showing audience growth and engagement
- Testimonials from previous clients
- Awards or recognitions in social media excellence
Common mistakes
Avoid submissions that:
- Focus solely on content creation without a strategic plan
- Ignore the potential of emerging platforms like TikTok
- Overlook the importance of building trust and relevance
- Fail to demonstrate past successes with evidence
- Provide generic solutions that don't align with Nest's vision
- Neglect the importance of sustaining engagement over time
My Final Thoughts
Nest is looking for a partner who can transform how they communicate about pensions.
They want to make pensions relevant and engaging, particularly through emerging platforms like TikTok.
With a contract value of £900,000, the emphasis is clearly on quality and creativity.
Nest's focus on organic social media means that your written submission must reflect strategic thinking and creative execution.
Quality is the key here.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.