Brand awareness campaign through gamification on a highly relevant topic
Four interactive gamification units built to raise advisor awareness of a benchmarking tool.
What the client aimed to achieve
Raise awareness among financial advisors about a benchmarking tool and drive engagement via blog visits and through leadership email subscriptions. The benchmarking tool provided key insights on a return to normal activity in the US following the Covid-19 pandemic, considering activities like travel, returning to work and school, shopping and dining out.
How we approached it
Fundamental Media decided to use gamification units to achieve higher levels of engagement. Our inhouse design team created four units each asking a multiple-choice question. After clicking on an answer, the user would see the answer to the question and could click through to the client’s blog which explained the benchmark in more detail.
The ads ran programmatically via a curated whitelist of relevant sites (via our proprietary programmatic platform AMX), LinkedIn and Twitter. Fundamental Media was instrumental in the development of the interactive units which were unique, timely and well received among internal stakeholders.
Our proprietary analytics platform, Outcome Analytics, allowed to gauge sentiment and understanding of the various topics explored in the content.
Measurable outcomes we delivered
Gamification lifted engagement well above benchmark:
Of blog visits came through social activity
LinkedIn click-through rate above benchmark
Twitter click-through rate above benchmark
Insight gathered on audience sentiment and understanding
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