09.10.2018
Branded Content

BlackRock x Yahoo Content Marketing Campaign

BlackRock x Yahoo Content Marketing Campaign

Making Investment More Approachable: How BlackRock Leverages Content Marketing to Connect with Investors.

Campaign Name: BlackRock x Yahoo Content Marketing Campaign (inspiretoinvest.com.hk/)

Client Name: BlackRock Asset Management North Asia Limited

Campaign Objectives:

  • To provide investors interesting, approachable content to help them take actions with their cash and inspire them to invest.
  • To foster investment interest towards those who are aged 25-54 at different life stages and financial goals.
  • To boost BlackRock's image as a company that always prioritises investor interests by leveraging on BlackRock's professionalism and its rapport with its customers.

Strategies:

1. From Insights to Creating Topics of Interest
Leverage Yahoo's audience data and analysis to identify lifestyle topics that will create awareness and be relevant to the target audiences. The hub is viewed from the perspective of the user's journey – so instead of focusing analysis on just one component, we look at results in each stage of the journey to understand how users engage and then generate insights and actionable recommendations. The real-time analytics dashboard enable us to analyse the effectiveness of our content across traffic sources and media channels, and make strategic decisions about what to promote where. End-investors will learn about the hub via native and display advertisements and Yahoo! HK Facebook page. Impact will be amplified via social media and retargeting to drive traffic to BlackRock's website.

2. Create Inspirations to Invest via Engaging Contents and Game
An always-on approach to connect consumers with lifestyle contents and interactive game with investment concepts that prompt them to start investing today.

Learning from the August report, over 60% of the content hub traffic is driven by mobile. With that in mind, we created a mobile first experience for our Asia Franchise campaign launch. The experience started with native and social media ads that led to a mobile friendly content hub with bite sized content, short infographic videos, polling, and online quiz game. The online quiz drove target audiences to read our articles and learn more about investment opportunities in Asia for a lucky draw to win a free travel to explore Asia.

3. The Brand that Helps Investors to Build Better Financial Future
Build a connection with BlackRock and spur interest in investment by making investment more approachable. Through a series of weekly articles, we aim to build a connection with readers and encourage them to take control of their financial future. We highlight investment ideas in a more 'lifestyle-oriented' manner, e.g. by explaining the benefits of diversification through whiskey investing or the rise of impact investing through the concept of urban farming. Readers are also introduced to investment concepts and tools, such as the BlackRock Plan, to help them better plan for their future.

Results:

  • Total page view of the INSPIREDTOINVEST content hub reached 172K+
  • Time spent on the content hub >4 minutes on average
  • Successfully reached and exceeded the campaign target audience demographics
  • Native Ad CTR reached over 2% outperformed industry benchmark

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