Objectives
Amplify client’s value proposition as a leader in thematic investing solutions among financial intermediaries in Italy. Change the way the client is seen and how their clients interact with them by promoting their new funds.
Strategy
Our research found that LinkedIn has a reach of 93% among Italian discretionary portfolio managers and fund selectors, and 65% among Italian financial advisers. We built three segments (intermediary, discretionary and institutional) which we targeted for this campaign.
We recommended to run video ads on LinkedIn, because we knew the client had high-quality videos available to promote their 5G connectivity offering and because these ad formats have proven to be very effective for brand awareness. We then created audience pools out of the professionals that engaged the most with the videos and retargeted them with a follow-up message to create new potential leads for the client.
We also selected programmatic advertising because it offers the possibility to buy inventory in a very cost-efficient way and to run campaigns on a wider list of Italian sites to expand the reach. The B2B trade publications market is very crowded in Italy, and general and financial news sites are key to reach professional investors.
We suggested two programmatic campaign approaches:
