Financial services brand

The problem

A financial services brand with three connected weaknesses: no social presence to speak of, a brand perception lagging behind its competitors, and campaign traffic landing on pages that were never designed to convert. Money was going into campaigns, and the pages receiving that traffic were letting it slip away.

In a category where trust is the product, looking behind the competition is not a cosmetic issue. It costs enquiries.

What we found

The gap wasn’t awareness alone, it was credibility and conversion working against each other. Even where campaigns did their job and drove the right people to the site, those visitors arrived on generic pages with no clear path to becoming an enquiry. The brand was paying to fill a bucket with a hole in it.

Audience growth is vanity until the pages behind it are built to convert. We built the audience and the destination together, not one then the other.

The approach

Audience, destination and perception, addressed as one piece of work.

• Grew social from zero to over 6,000 followers in six months, focused deliberately on individuals genuinely relevant to the brand’s services rather than a vanity number of anyone who’d click.
• Built dedicated landing pages alongside a full website rebuild, so traffic from live campaigns arrived somewhere designed to convert it.
• Honed the brand image and perception, and set out a route to a full redesign and relaunch that matched and exceeded what competitors were offering.

The outcome

A credible, growing social audience made up of the right people, not just a big number. Campaign traffic meeting pages built to convert instead of pages that happened to exist. And a clear path to a brand presence that leads its market rather than trailing it.

The through-line, as ever: we don’t grow an audience and hope. We build the thing that turns that audience into revenue at the same time.