65% cut in cost per visitor from integrated media campaign
How a UK asset manager kept growing reach and brand awareness against better-funded rivals by continually shifting spend to the channels proving most effective.
- Client sector
- Asset management
- Solution
- Performance marketing
- Region
- United Kingdom
- Key results
- 32% record brand awareness16.87m market impressions
Growing reach without extra budget
Between 2023 and 2025, a UK asset manager had increased unique visitors to its site and more than trebled market impressions while steadily improving cost efficiency. Continued pressure on budget meant that progress had to keep compounding, even as competitors with far larger marketing spend competed for the same audience attention.
For 2026, the asset manager wanted an integrated media campaign that could push efficiency further, grow prompted brand awareness towards the top of the UK market and increase ownership of its retail investment platform, all without relying on a larger budget than the previous year.
Integrated media campaign in three phases
The 2026 integrated media campaign combined broadcast-led reach with search, display and retargeting in a single funnel, continuously reallocating budget toward the channels proving most effective.
Split the year into three phases, each with its own budget and channel mix feeding a single, shared demand funnel.
Ran national television via Sky AdSmart, ITV and Comcast programmatic TV, alongside radio and press, to build awareness around key calendar moments.
Used paid search to convert broadcast-driven awareness into measurable demand, tracking performance through clicks, sign-ups and cost efficiency versus the previous year.
Added programmatic display through RTB, Mobkoi and Yahoo, then layered Meta retargeting pools to move already-engaged audiences toward conversion.
Reviewed channel performance throughout each phase and reallocated budget toward the strongest performers, rather than fixing the media plan from the outset.
Sharper efficiency and stronger brand impact
The integrated media campaign's channel-by-channel efficiency gains fed directly into measurable growth in reach, brand awareness and platform sign-ups, all achieved without any increase in overall marketing spend.
PPC cost per unique visitor dropped from £14.04 in 2023 to £4.87 in 2025, even as unique visitors grew from 31,116 to 39,754, showing efficiency rather than reduced ambition.
Impressions rose from 5.34 million to 16.87 million between 2023 and 2025, while PPC cost per thousand impressions roughly halved, extending reach without extra media spend.
Independent brand tracking showed prompted awareness climbing every wave to reach 32% in 2026, its highest level yet, while a separate uplift study recorded an 11.4-point rise in awareness among exposed audiences.
In the first phase of 2026, paid search delivered a 24% higher click-through rate and 15% more efficient cost per click than the previous year, generating 35,921 clicks and over 1,100 sign-ups.
The campaign shows how a fixed budget can out-perform far larger rivals, lifting brand awareness past two of the sector's largest names, exactly the position it set out to defend against better-funded competition.
Want your campaign to outperform rivals?
Find out more about Fundamental Group's integrated media buying solutions, or get in touch to discuss your own campaign.
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