Challenge

Association of Mutual Funds in India (AMFI) as part of its investor education efforts wanted more and more people to look at mutual funds as a preferred investment option. With a strong focus on young entrants to the workforce and seasoned professionals, the organisation needed targeted reach and a presence at every stage of an investor’s journey.

Solution

A sporadic approach to LinkedIn as a platform had so far yielded limited penetration to a small audience pool. So, this time AMFI married LinkedIn’s insight-backed audience strategy with an interest-based content plan to reach and appeal to more of the desired profile of people, while they were in the right frame of mind. An alignment between website visitors and the campaign demographics ensured that AMFI was able to generate high engagement from the audience they truly cared about.

Results

Right targeting and a well-timed customized content strategy resulted in an overall high share of voice for AMFI.  With its ‘always on’ strategy, AMFI achieved 2X the performance of LinkedIn's platform benchmark and doubled their own previous numbers. They were also able to reach 3X of their core audience and eventually nailed their Content Marketing Score by consistently achieving a top rank amongst its BFSI peers.