Always-On Niche Audience Acquisition.

BlackRock

Native Branding and Retargeting Campaign

BlackRock is one of the world’s pre-eminent asset management firms and a premier provider of investment management. BlackRock has world-class capabilities designed for their clients’ greatest needs, with a comprehensive range of products and services across asset classes, geographies and investment strategies.

Objectives

BlackRock challenged us to raise awareness of their brand, increasing share of voice amongst a highly niche UK investment audience, whilst delivering incremental traffic growth to their site from in-market prospects.

Target Audience

Green Park Content gathered those who had shown an interest in BlackRock into an audience, taking them through an informative journey which highlighted Blackrock’s positioning as a thought-leader in the world of high-tech, ever-evolving non-traditional investment possibilities.

Strategy

By using a combination of programmatic prospecting and retargeting activity and rigorous A/B testing of copy, Green Park Content distributed a series of thought leaderships articles with eye-catching headlines, relating to UK and Pan-European societal and financial issues on contextually relevant news and finance sites.

Before launching the campaign, we planned our strategy using our in-house ‘Performance Cell Targeting Grid’; an internal tool that identifies key factors and testing components we wanted to challenge and explore throughout the campaign

Not wanting to jump to any preconceptions about their audience, BlackRock were keen to start broad with targeting and narrow as the campaign progressed. Alongside the copy A/B testing we also explored the testing of devices, environments, regions within the UK and specific publisher whitelists to garner more insight into the BlackRock audience, and how we could grow and understand them moving forwards.

We employed a Cost per Click biding strategy throughout the campaign to maximise the budget and minimise wastage.

Optimisation

Optimisations undertaken daily focused on streamlining delivery to the best performing creative iterations; adapting sitelists, publishers and domains to focus on those gaining the best performance.

Running over 60 creative asset, headline and description combinations allowed us to employ our ‘test and learn’ methodology; finally ending up with the best performing images against the most powerful headlines.

Green Park Content optimised content in real time to achieve better response rates.

BlackRock content optimisation by GPC

Results

  • Reduced the Cost per Click by 18%
  • We identified breakout audience groups and behaviours that were previously undiscovered to BlackRock, namely a ‘conscientious early adopter’ audience; forward-thinking professionals who were looking to the trends and concerns of the future.
  • We de-risked future creative decisions by fine-tuning and customising content to appeal to the newly identified audience
  • We unearthed a rich seam of new local news publishers that generated valuable data and leads whilst reducing acquisition spend
  • On top of this, we identified important patterns around dayparting and delivery
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