Industry Background
In India, where mutual fund penetration is less than 5%, the landscape is highly competitive with a considerable number of players vying for a spot. Thus, establishing trust and engaging a financially literate audience is critical for growth. Digital platforms offer unparalleled opportunities to reach high-value investors and BFSI professionals. This case study highlights how a mutual fund brand leveraged LiveMint’s established platform and HT One Audience’s niche targeting to accelerate investor engagement and foster brand trust. Source: Livemint, Dec 2024
The Brand Ask
Context
The mutual fund company sought increased engagement from its target audience in the financial services industry, comprising insurance seekers, BFSI professionals, and HT One Nivesh audience. The goal was to accelerate investor engagement while reaching a targeted audience with high financial literacy with diverse interests in personal finance, taxation, and investment strategies.
Campaign Goals
Expedite engagement among investment seekers, BFSI professionals, and HT One Nivesh audience; utilise Livemint’s premium and trusted platform to amplify the brand message and offering across the target audience; maximize campaign reach and attain measurable engagement marked by high CTRs and precision targeting.
Audience Targeting and Optimization
The campaign effectively used HT One’s precise audience segments to reach individuals with strong financial acumen and investment intent.
Investment seekers
BFSI professionals
HT One Nivesh audience
Precision That Performed
The campaign targeted financially literate, high-intent audiences, including insurance seekers, mutual fund investors, and market-savvy users, with sharp messaging tailored to their interests in tax, investment, and personal finance. The result: strong engagement across cohorts that reflected both precision and relevance.
Cohorts' Performance
- Strategic optimization and broad reach led to stellar campaign performance across all audience segments.
- Real-time analytics enabled data-driven optimizations, identifying and engaging high-value cohorts effectively.
- Targeting and creative delivery were continuously refined for maximum relevance and impact.
- The approach boosted click-through rates (CTR) and delivered measurable improvements in engagement and ROI.
- A strategic partnership with LiveMint enhanced credibility and visibility among finance-savvy audiences.
- Leveraging HT ONE’s precise targeting capabilities ensured meaningful engagement and repeat business.
- The campaign highlighted the power of specialized digital advertising in the financial services sector.
Campaign Highlight
