Mid-year Investment Outlook 2016 - #SanctumOutlook2016

The Mid-year Investment Outlook (MIO) is a milestone event for any wealth management brand. Launched in April, 2016, Sanctum was releasing its first Investment Outlook. Hence, the focus had to be even greater. Outlining 6 global trends and their impact on investments, the MIO was a guide for both wealth managers and clients alike.

Razorfish designed the MIO and promoted each trend across social media properties. The challenge was to generate curiosity about these trends and then drive our audience to the website where they could learn more about each.

  • Idea/Thought Process

To promote this content, we wanted to apply an approach that wasn’t common to the category. Similar content being distributed around the industry had the tendency to be dry and drab. We used a unique visual language to promote each trend and created intriguing content that spurred the need to know more. Infographics picked the select and integral aspects of the MIO and brought it forward to our audience present on social media. Compelling facts from trends around the world were spotlighted to draw strong parallels with impacts on investment strategies.

We created easily consumable content that was then presented through Twitter, LinkedIn and Facebook to the relevant audiences. We made sure this content increased engagement with the brand and created chatter around the Investment Outlook.

In addition, we used display ads to reach a specific and precise audience, and not just a mass target. The aim was to increase awareness and generate recall, through communication that exuded the brand’s core essence.

  •  Results
  • The campaign had delivered 19mn impressions across all channels
  • Generated 115k unique users to their blog page
  • 3 x increase in LinkedIn followers i.e. 437 followers

Bharatesh Salian, VP & Head Strategy @ Razorfish, says “The goal was to transform the Mid-year Investment Outlook into consumable content for digital. We used social and display to promote each trend, individually, and direct users to the blog – where each trend was placed in detail. Intriguing creatives piqued audience interest and drove them in drones towards the website.”

Shiv Gupta, Founder & CEO at Sanctum Wealth Management:

“The Mid-year Investment Outlook drew upon a carefully curated selection of trends, assessed and presented with a view to help investors navigate a complex environment and achieve their financial objectives. In order for the Outlook to be disseminated in an effective manner, we took it digital through a differentiated strategy of making the content more consumable and discoverable. Going digital helped us bridge the connect with a focused target audience. It delivered high engagement figures, rendering the campaign one of the more successful ones for the brand.”

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