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The challenge

Bank of America Merrill Lynch (BAML) wanted to highlight its insights on the forces reshaping Australia’s economy, and demonstrate its growing capabilities in this key Asia-Pacific market.

The solution

A seven-month, content-driven campaign spanning a range of formats, including online and social media channels.

The outcome

The campaign attracted strong client interest on the bank’s web and social media channels, achieving click-through rates and engagement times that were more than three times BAML benchmarks.

What we did

We were approached to support BAML’s campaign, and worked with the bank’s subject matter experts and marketing team to develop core themes and editorial approaches.

We produced a series of op-ed articles and video scripts based on in-depth interviews with BAML thought leaders.

We also sourced statistics and developed concepts for infographics and animated videos – whose content was informed by extensive independent research – and crafted content for a structured, long-term social media program to amplify core campaign elements, including Twitter and LinkedIn posts released at regular intervals.

Additionally, we coordinated with BAML’s design and agency partners to develop a visual identity for the campaign and maximise its impact.

World-class content strategy and execution

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