Prudential Investments, one of South Africa’s top 10 investment managers, wanted to open doors to strategic accounts and stakeholders to showcase the institutional investment opportunities Prudential offers, particularly around segregated and pooled products.
Key stakeholders and C-suite executives were identified in 28 institutions, creating a target audience of 890 business leaders.
The audience was segmented to differentiate the unique needs of the 890 stakeholders. Messaging was aligned to those needs, and a three-tiered approach drove brand awareness and product education. Tailored landing pages guided audiences towards goal completion, which was to download the institutional fund fact sheet.
Over the three-month campaign, of the 890 targets, 93% engaged with the content either through directly clicking the messaging or searching for Prudential. 53% of the target list completed the key goal of downloading the institutional fund fact sheet. Fund fact sheet downloads increased from 1% goal completion before the campaign to an average of 35%.