Federated Investors – Media
Federated Investors was on the lookout for a better way to reach hard-to-find advisors.
Financial intermediaries are Federated’s key target audience. It is a highly fragmented target, so it is difficult to reach, especially with low brand recognition. Since Federated couldn’t outspend the competition, we needed to outsmart them.
Our unique media approach yielded big dividends.
Our approach was to implement a blend of financial verticals and programmatic buying in order to widen the net and significantly reduce the cost of reaching their target audience of financial advisors. We defined key performance indicators (KPIs) to accurately measure the effectiveness of the campaign and built strong message frequency by implementing a retargeting strategy as well as unique site placements. The results of the revamped digital plan resulted in more impressions over the previous year, increased engagement and captured valuable data on product interest and site interaction.