Targeting self-directed and professional investors for investment trust products
Client: BlackRock
Sector: FinPro
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Through both brand awareness and engagement, BlackRock wanted to target both self-directed investors and wealth managers. The goal was to drive new investors to invest in a BlackRock Investment Trust, and existing customers to purchase more shares.
A secondary focus was to place more emphasis on content, to build engagement with the reader, rather than banner content to drive awareness. They produced several articles across the trusts and wished to maximise distribution online.
The challenge and setting an objective.
Encore’s solution.
We used myriad of targeting strategies to reach these two distinct audience. A series of different ‘attention grabbing’ native ad-units were executed to drive engagement to BlackRock’s content series.
The campaign used our exclusive data and a bespoke contextual keyword strategy - both formats were highly effective.
Services used:
Consented Data
Contextual Advertising
Event Targeting and Re-targeting / REM
The results.
Above average CTR by 0.21%.
Above benchmark average Click-Through Rate.
2,331 views.
Target audience engaged with BlackRock content.
3.33m impressions.
Impressions to self-directed investors and Wealth managers.
