Financial Services / South Africa, Nigeria, Ghana, Kenya
M&G Investments Southern Africa (formerly Prudential).
Distribution of a narrative to key business target organisations and decision-makers
890
decision-makers targeted across 28 companies
93%
engaged
53%
downloaded resources
180%
page view increase
The challenge
Prudential Investments (now M&G Investments Southern Africa), one of South Africa’s top 10 investment managers, wanted to open doors to strategic accounts and stakeholders to showcase its institutional investment opportunities, particularly segregated and pooled products.
The audience
Key stakeholders and C-suite executives were identified in 28 institutions, creating a target audience of 890 business leaders.
What Dot did
The audience was segmented to reflect the different 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 the audience towards the goal: downloading the institutional fund fact sheet.
The result
Over the three-month campaign, 93% of the 890 targets engaged with the content, either by clicking the messaging or by searching for the brand.
53% of the target list downloaded the institutional fund fact sheet. Fact sheet goal completion rose from 1% before the campaign to an average of 35%.
Historical campaign result. It shows capability and context, not a forecast.