Increasing Brand Favorability for Global Financial Services Firm

A Fortune 500 Financial Services Firm identified a need to increase brand favorability among key audiences: C-suite executives, opinion leaders, policymakers, employees, and investors. They sought to improve the overall reputation of their brand and associate it with core themes including retirement solutions and environmental, social, and governance (ESG) investing. To achieve their goals, the firm partnered with Optimal to launch a year-long data-driven advertising campaign aimed at reaching, engaging, and moving key audiences.


Leveraging Optimal’s proprietary and exclusive media, data, and measurement solutions, we identified both the channels and platforms on which we could reach and persuade key audiences while measuring brand lift. We developed a dynamic media plan, optimizing daily across targeted news and social platforms including LinkedIn, The Wall Street Journal, Bloomberg, Axios, The New York Times, and over 50 additional publishers and platforms. All told, we delivered over 160MM targeted advertising exposures across social, display, native, and video formats, including in-stream and CTV. 

Precise Audience Development: Optimal leveraged a mixture of first- and second-party datasets to reach the client’s target audience including  employees, investors, shareholders, and policymakers. By relying on our proprietary technology platform, Deploy, we were able to onboard and activate the client’s first-party data in a secure, privacy-compliant way. Additionally, we harnessed our geofencing technology and data partnerships to reach attendees at key financial events around the world.


To ensure the efficacy of the campaign, Optimal conducted a brand lift study to analyze the impact of the advertising program. Results showed that those exposed to our client’s advertising saw a substantial increase in favorability and increased associations with both ESG and other key messages. 


    Optimal’s data-driven advertising campaign increased brand favorability among key audiences and helped associate the client with key themes including retirement and environmental, social, and governance (ESG) investments and solutions.

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