State Street were keen to reposition the brand from a ‘product provider’ to a strategic partner with the ability to help clients drive business growth. To help achieve this they created a report, based on proprietary research, giving readers an insight into the business models of their fastest growing competitors.
THE NEW RULES
Increase relevance and accessibility.
To increase uptake and engagement with the report we tailored it to increase its relevance to specific sectors, and created an interactive digital tool for them to benchmark their readiness for growth against their peers. These assets were then distributed direct to the audience through LinkedIn and used as a conversation stimulator for the sales team.
The campaign exceeded all standard KPIs set for previous State Street research-led campaigns from open rate to CTR to engagement time whilst generating over 18 qualified leads from the target top 60 client list.