C A S E S T U D Y
Successfully gaining brand awareness through the Money Parenting campaign with the help of theAsianparent’s dynamic solutions
Money Parenting Microsite
Social Media (Facebook & Instagram)
In-App Money Parenting Section
In-App Push Notifications
T H E S T O R Y
Innovative investment solutions
EastSpring Investments, part of Prudential plc, is a global asset manager with Asia at its core, offering innovative investment solutions to meet the financial needs of clients. Currently, they manage a total of USD 285 Billion across equity, fixed income, multi-asset, quantitative, and alternative strategies on behalf of institutional and individual investors globally.
T H E G O A L
The goal of the campaign is to increase brand awareness for EastSpring’s Money Parenting and conversion starter kits.
O U R S O L U T I O N
Gaining brand traction
To successfully campaign for EastSpring’s #MoneyParenting, the following solutions were proposed: 1) Regional Social Media Contest 2) Money Parenting Webinar 3) Ad Banners and 4) Social Media Video Bundle
As the Money Parenting topic is a niche, it was harder to sell to the audience.
However, various channels were leveraged by the TAP team in order to get through this obstacle. The channels used were: 1) In-App Push Notifications 2) Telegram Group Chats 3) Electronic Direct Mail (EDM) 4) Newsletter Inserts 5) Facebook and Instagram Stories and 6) Social Media feed posts. While making use of these channels, peak hours were always kept in mind to maximise potential reach.
In the actual execution of the campaigns, a mix of various photos and videos were used to engage with the audiences. VIP Parent Influencers were also leveraged to spread the news about EastSpring’s Money Parenting conversion starter kits.
T H E R E S U L T S
The Money Parenting Webinar on November 10th went well. It was a niche topic, but we received 250+ registrations, and the show ended with 150 participants (x3 of the usual benchmark). The webinar was greatly appreciated by the head, Kiran, and the PIC, Lesley.
The regional contest is a challenging because of the low number of entries, even though the posts' impressions and reach are above the benchmarks. So, in order to assist the client, we extended the duration and simplified their mechanics. The client was very pleased with the suggestion we presented. The contest is still ongoing and now on its phase 2. Even though Eastspring MY and TH had a delay in feedback, it was good to see that we were making progress, we are almost done for Eastspring SG - just 1 more webinar next year.
Lesley Teoh, Digital Marketing Manager, EastSpring SG
" “Thank you for all your help to execute a successful Money Parenting webinar! "