The client wanted to grow the local customer base for its investment and wealth solutions. Based on insights, the domestic customers are looking at wealth beyond the idea of making more money; health, family and balance do matter too. However the awareness of the brand and products were not strong in the current market climate. Hence, the goal of this campaign was to boost the brand visibility and strengthen its proposition to help capture a larger share of the region for personal wealth.

The client identified several key investor profiles, ranging from those focused on family legacy and succession to others driven by entrepreneurial achievement and personal passions. To reach these distinct segments, a 12-month, two-phase rollout was planned:

The work involved coordination with creatives and media partners, ensuring the content deliverables were met. Using internal benchmarks, I supported the paid media channels by monitoring the efficiency and spend to optimise the campaign effectively.