Dynamic Personalisation at Scale
Reach financial services industry accounts and build interest via persona-led, regionally relevant content.
Multi-channel digital campaign aimed at increasing engagement with marketing and IT personas within FSI target accounts across the APAC region. Shifting the focus from solution-led to person-led, the campaign was delivered through a creative campaign, targeted messaging and a personalised web experience.
The goal of the campaign was to improve engagement rates within a target account list through a personalised, relevant digital experience.
Local, persona-led narrative
Synthesising global brand and product messaging to develop a local, APAC-centred GTM narrative was a critical first step. The campaign needed to speak to and represent the needs and nuances of the local audience in each region. The creative development of the campaign featured life’s big financial moments and showed how financial services organisations could use data to personalise interactions with their customers in these moments.
Taking an integrated approach, a campaign messaging framework was essential to align the campaign message to the relevant portfolio, solution or product message at each engagement stage.
Understanding the core challenges and needs within the financial services landscape of the target personas allowed us to develop targeted and persona-led messaging. Leveraging Adobe’s own technology and tapping into data available in their CDP, we were able to layer additional levels of personalisation to improve relevance and engagement across channels.
Regional nuances were reflected in the creative asset rollout, with variations of images and financial use cases to increase relevance – for example the mortgage use case featured an image of a large house in ANZ, but a high-end apartment in India and Asia.
Leveraging Adobe’s Personalisation Tools
The website experience was central to improving engagement for this campaign – our aim was to keep the audience on the website, engaged with content for as long as possible. This was achieved through personalisation by region, persona and category (known visitor or unknown visitor) by using Adobe Real-Time CDP and Adobe Journey Optimizer.
The campaign rollout took an integrated approach to ensure a consistent story was being delivered across all touchpoints including email, content, LinkedIn, display, website and sales enablement.