M&G Investments - Ampersand
VIDEO
SOCIAL
BRAND
THE PROBLEM
How do you launch thought leadership when everyone’s doing it? The risk: drowning in the sea of risk-averse blandness that is LinkedIn.
M&G Investments wanted to do things differently, launching a magazine called ‘Ampersand’ which sets itself apart from the rest. And they needed our help to promote it through a different sort of campaign.
OUR APPROACH
M&G aren’t afraid to be human, open and have fun with their communications. And that's why we love working with them.
We jumped on that, creating a campaign including hero and social content that piggybacked on hugely popular TikTok trends, including ‘Accidental Wes Anderson’ and the recreation of iconic movie moments.
Think Indiana Jones meets Financial Services!
All ‘actors’ were M&G employees with big LinkedIn followings, carefully selected to support amplification of the organic campaign.
And the results were off the charts. A 186% higher click-through rate than the best performing post of the previous year and over 250,000 impressions on paid assets.
testimonial
“I feel like this campaign was a defining moment for us. There’s a real opportunity to build on the successes going forward
with out-of-the-box thinking.”
Laura Brown - Global Marketing Director
