Client: Columbia Threadneedle Investments | Campaign: “We Know Income”
This campaign launched in 2019 to build brand awareness and credibility as an expert in income.
My role: Concepting | Writing | Creative Direction | Content Strategy | UX
Education and engagement were key success metrics in this campaign, so we used live polls and surveys to display dynamic content when advisors engaged with social media, ads, and emails that drove to this landing page.
The creative? Bold, jargon-free headlines and graphic font treatments to stand out from competitors in a photo-saturated digital space.
Audience insight: financial advisors (FAs) are competitive; keen on knowing where they stand among peers.
We tapped into this motivator with real-time surveys and stats about what matters most to FAs in our social media and email marketing strategy.
To educate advisors about the need to update their income strategy, we used humor to help convey it’s time to change what they’re doing.
