Tokio Marine Kiln (TMK) is a leading specialist insurer who we have worked with for 20 years.
TMK wanted to bring to life its new People Promise — “A Formula for Success.” The initiative was designed to express the reciprocal nature of TMK’s relationship with its people: what employees give, and what they get in return.
We developed a creative campaign that would articulate this promise in a way that felt authentic and human, supporting talent attraction, recruitment, retention, and employee advocacy across the business.
We put TMK’s people at the heart of the campaign. Working closely with the internal team, we identified authentic stories from employees across different functions and levels of the business — each one reflecting a unique version of TMK’s “formula.”
The creative concept was built around a “give and get” storytelling structure, bringing the People Promise to life through real experiences. We developed a fresh visual identity using TMK’s secondary colour palette to create distinction and warmth while staying true to the brand.
A photoshoot captured each employee’s individuality, while filmed interviews allowed them to share in their own words how they embody TMK’s values and what “A Formula for Success” means to them.
We produced a suite of campaign assets, including:
• Short-form video stories hosted on a dedicated campaign landing page
• Content for TMK’s recruitment site and LinkedIn page
• Materials for careers fairs and recruitment events
• An organic and paid social media campaign targeting the London market
The campaign was carefully structured to roll out over the year, spotlighting a different TMK employee each month. Each phase launched with a signature video and was supported by three complementary content pieces — creating a sustained rhythm of engagement and building a library of authentic cultural proof points for TMK.
Launched in March, the “Formula for Success” campaign has delivered impressive results, successfully elevated TMK’s employer brand, celebrating its people and strengthening its reputation as a values-driven, people-first organisation.
View the Tokio Marine Kiln website here
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102,000+
Combined impressions across organic and boosted LinkedIn content
66,000+
Total reach across all posts
26,000+
Video views on LinkedIn alone