A Highly Targeted Thought Leadership Campaign Achieves Record Engagement Levels
March 15, 2017
Nowadays, High Net Worth Individuals (HNWIs) are increasingly self-directed and question the value of any content they receive. So how can retail banks add value to their customer journey and achieve stand out when there is already a plethora of content in the marketplace vying for their attention?
Our latest case study, Content Truly Can Be King, demonstrates how ICICI Bank in India succeeded in delivering a highly targeted thought leadership campaign that achieved not only an all-time high engagement rate, but also expanded reach and better brand recall.
The partnership with LinkedIn Marketing Solutions: Financial Services, in India had clear objectives for ICICI Bank from the outset:
- To further expand reach and market share, in particular with HNWIs and young working professionals
- Position ICICI Bank in India as a thought leader within the finance industry
- Drive brand salience
LinkedIn’s placement solutions and targeting capabilities helped ICICI Bank deliver a successful and engaging campaign that achieved:
- Engagement levels at 284% above LinkedIn benchmarks
- 1st place for content marketing score on LinkedIn amongst all global banking brands
- 7th most influential brand in India, across all sectors
- 800,000 impressions both organically and through Sponsored Content for ‘best places to retire in India’ article
- 4,058 new followers from the desired target audience
- 80% additional value achieved for Earned Media
Download Content Truly Can Be King now to learn the strategy and solutions that helped ICICI Bank drive excellent engagement rates, increased reach and higher brand awareness levels.