We were asked to create a content campaign to drive awareness of Investec Saving’s offering, ensure that their products were viewed as ‘Best-in-class’ in a crowded market space and focus on customer loyalty, expanding ‘share of wallet’ and long-term customer engagement.
The ‘Link’ campaign strategy involved the production and presentation of engaging content to clients and prospects, that positioned Investec Savings as thought leaders. We generated research pieces that mattered to their target audience, focusing on 4 core topics of Economics, Savings, Finance and Beyond.
Due to the older demographic of the target audience, we designed and artworked a direct mail brochure, featuring each of the articles, encouraging them to visit the uniquely developed website landing pages. The mailing was supported with a letter and tear off return slips, encouraging people to sign up to email communications ahead of GDPR. Supporting emails also encouraged click-throughs to the full articles online.
Each quarter we work with the Investec Savings team to generate timely content topics to keep the client base returning to the website. We explore new mediums such as infographics and feedback surveys to promote key messaging in a new and interesting format.
The campaign has been positively received from clients, generated valuable feedback for the business and on average achieves a 58% email open rate and 14% click through rate to the website.