M&G BIG BOND QUESTIONS INTEGRATED MARKETING CAMPAIGN

Professional investors and their clients were facing an uncertain future and asking some very big questions as the Fixed Income market was going through unprecedented change.
We identified a market opportunity for M&G to position themselves as the brand to solve the Fixed Income needs of investors, but needed to do so by cutting through a competitive market with a limited budget.
Through a powerfully simple strategy we ran a high-impact marketing campaign which beat all the benchmarks for engagement, generated over 100 sales leads, drove positive fund flows for four consecutive months, and positively shifted unprompted awareness of M&G’s Fixed Income offering.

LISTENING 360 Fixed Income Virtual Event

“Very engaging and interesting topics – look forward to the next events”

The event was an opportunity for M&G to understand the big questions our investors had about the Fixed Income market. It was a fully customisable and interactive presentation - encouraging the audience to ask their biggest Fixed Income questions direct to the team.

“Event was fantastic, really well put together”

ENGAGE Digital & Social Advertising

The 360 event gave us the ‘big questions’ that needed answering. We turned that insight into our ‘Big Bond Questions’ Campaign using digital and social advertising to engage our audience and direct them to the content hub.

A new creative was launched each week to overcome campaign fatigue and allow CPM’s to remain competitive throughout.

CTRs and CPMs improved even more through creative optimisation, gaining much further reach than anticipated.

We used re-targeting to serve relevant product solutions to our audience - so having engaged with a specific topic we could then tailor our advertising to help solve the investor need.

ENGAGE Content hub

The Big Bond Questions webpage contained all of the content created by the Fixed Income team and everything an investor needed to answer their Fixed Income questions and meet their Fixed Income investment needs.

LEAD GENERATION Email Programme

A dedicated email programme to Clients and prospects generated leads by monitoring any responder who engaged with the email.
These contacts were then followed up with a call from the Sales Team.