The Investment Marketing and Innovation Awards reward the best people, brands and agencies in the investment world, and innovation and creativity sit at the heart of every trophy winning idea. We share our pick of this year’s winners and unpack what other finance brands can learn from their award-winning campaigns.
Best use of social media – Schroders
Make your audience write for you
Schroders has realised the benefits of an always-on social content strategy with MoneyLens, an initiative that helps educate millennials about investing and other money-related topics. Written for millennials, by millennial bloggers and advisers within the business, the global investment manager’s social content serves to demystify the world of investing, using clear, bright and engaging posts to explain investment concepts in a relatable and jargon-free way. These posts drive through to the MoneyLens content hub where investment topics are unpacked in greater detail.
By making the target audience the content creators Schroders has ensured its content hits the mark with young investors.
The judges in this category commended the work saying, “This entry demonstrated a breadth of activity on social media that’s seldom seen in investment marketing.” A clear play to attract the next generation of clients, by making the target audience the content creators Schroders has ensured its content is relevant and hits the mark with young investors hungry for education and guidance.
Content Marketing Campaign of the Year – Institutional – Aviva Investors
Showcase big names in the business
Aviva Investors’ AIQ is a content hub like no other, covering the big themes influencing financial markets and the global economy as told through the lens of experts and notable identities in the market—think big names like UK businessman and academic Lord Adair Turner and economist and author John Kay to name a few. Providing a broad and unique depth of insight that complements expertise within the business, the strategy resonated with the judges who thought, “The use of expert opinion from outside the sector from politicians to renowned academics to shed light on the investment opportunities [brought] a unique voice and perspective.” Finance brands should look to draw from experts within their business but also attract public figures to help elevate and extend the reach of content produced. This also helps position finance brands as being leaders in the industry, attracting big names in the business.
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Digital Marketing Campaign of the Year – First State Investments
Nurture the professional development of your audience to build long-term connections
First State Investments’ winning campaign unpacks the characteristics of listed infrastructure and why it’s an essential ingredient in any investment portfolio, equipping advisers to confidently discuss the asset class with clients. The devoted content hub boasts a host of educational resources for advisers including toolkits, factsheets, accredited CPD quizzes and courses. The finance sector is heavily regulated and First State Investments has identified the need to maintain professional standards within the industry with regular professional development opportunities. The judges said, “This winner achieved impact with digital in an increasingly competitive segment, working from a limited budget.” Through a blend of professional development and education around its own funds, First State Investment is effectively building a dually-beneficial and long-term relationship with advisors.
See the full list of winners from the 2020 Investment Marketing and Innovation Awards here.
Full disclosure – The Dubs is a proud agency partner working with First State Investments and Aviva Investors.
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