With a strong legacy in ASEAN market investment, Aberdeen Asset Management sought to communicate the opportunities and benefits of regional investment in Asia to both professional and private investors across Europe.
The proposition is complex and the target market, vast. The client also had to consider the increasing issue of digital bombardment, a challenge for all organisations seeking to connect with audiences. The client, quite rightly, wanted to steer clear of product or brand communications – this project aimed to educate, inform and raise awareness of the opportunities of investing in Asia. The team at Aberdeen Asset Management turned to Dog to help create a content led digital campaign that cuts through the noise. Crucial to this campaign was the creation of a compelling, value added experience for private and professional investors across Europe.
Aberdeen presented Dog with a huge range of thought leadership articles, short films and creative assets. First of all, Aberdeen needed a home for the content. Secondly, the client sought to maximise the impact and value of the content, by making sure it was seen by as many target investors as possible.
A standalone content hub provides the perfect online space for European private and professional investors to come to develop their knowledge of the ASEAN markets and learn about existing and future investment opportunities. Dog's UX and design teams created a responsive design with clean app-like layout for ease of navigation and an intuitive journey. The user centred design informed site functionality, ensuring visitors can access the content they're interested in, either using the search feature, or by browsing related content grouped with specific topic tags.
Umbraco fitted the bill as the most appropriate CMS for the client's requirements, and Dog's development team set to work building the required 8 microsites in multiple languages. Content management was taken care of by Dog, and sites were set up to integrate Google Tag Manager to analyse performance, enabling the digital marketing team to monitor the campaign and inform future content strategies.
As we all know, there's no point having a beautiful microsite with great content if no one comes to explore. That’s where advertising steps in. Dog worked with the client to identify best use of budget and creative, recommending and providing the strategy for the ads across core communication channels including traditional paid search activity, native advertising across core online publications, and display advertising across the Google Display Network and sponsored Gmail promotions.
Dog's recommendations focused on using core content-led display ads which could be utilised across all channels for initial promotion but also for remarketing purposes. In total, Dog produced 525 content led static ads in various formats and 8 languages, with 6 creative content rotations for each country. These ads were created specifically to run across Google Display Network and Google Sponsored Promotion mails, to ensure engagement was high during distribution phase. Sticklers for analysis, our team recommended that all campaign tracking across all 3rd party schedules used Google’s URL structure to help centralise performance statistics for the campaign.
In just 3 months, Dog created a strategy that maximised budget, designed and built a digital platform to house and manage content, and created over 500 engaging ads for the pan European campaign.
Our strategy, design, creative content, UX and development teams worked as one for the duration of the project. We're keeping a close eye on campaign performance but, as you can see, the client is as delighted as we are with the project so far.
"We've been working with Dog for a number of years and it's been a pleasure to collaborate with the team again on our European-wide campaign to promote our Asian investing capabilities. The creative team were instrumental in helping us deliver a range of dynamic, colourful mobile-enabled websites which has not only met our objectives but also enhanced our online brand presence. Project management and customer service has been exceptional throughout the process liaising with multiple stakeholders and delivering a wide range of online ad formats for 6 countries in 8 languages to tight deadlines. The professionalism, delivery and personal touch from Dog are always first class and we look forward to working with the team again in future."
Jane Keenan – Senior Digital Marketing Executive, Europe
Take a look at the Discover Asia website, and feel free to get in touch to discuss effective integrated campaigns with the team.