How do we convince fund managers of Matthews Asia unique approach within the Asian market?
Matthews Asia required strategic content support and creative delivery to map targeted financial audience needs with fresh, relevant content in-line with it’s 2018 communication objectives. Matthews Asia required a refreshing approach to the market, one that would help them stand out amongst the competition and get deeper into the minds of fund managers.
The approach was to plan purpose driven content that is informative, useful and engaging every stage of their journey.
Strategy: To achieve the unified goal, we carried out a strategic workshop with key stakeholders to ensure the content plan was tailored to audience needs and was able to communicate with a consistent rhythm globally. The workshop allowed the infogr8 team to better understand the content landscape and its opportunities along with working with the Matthews Asia team to distill user personas, content pillars and key messages. A collaborative approach ensured we identified the best messaging, channels and formats for maximum impact for all markets.
Animation: We produced a explainer animation with an easy to digest story and clear, fun visuals to communicate effectively the opportunities within Asia. We worked with the client on the script and artwork to ensure accuracy and that it followed compliance.
Infographics: Animated hero infographics were developed in a modular format allowing them to be repurposed throughout the content calendar and across different touch points. Datagrams from the hero infographics were produced for social campaigns. Static versions of all assets were created to allow further use in blog posts and reports. This ensured less dependence on ongoing studio development work and more opportunity for internal teams to put the creative to good use.
We focused on creating smart, purpose driven content. The content is grounded in data journalism and information design ensuring the information is rich, accurate and easy to digest through visual stories.
The campaign has recently helped generate high engagement and lead generation.
Assets where used to support email campaigns, social media campaigns and published in key digital industry publications.
*Awaiting measurement results as of May 2018.