Building a Strong Brand Presence

A financial technology company partnered with Goodway Group to launch a B2B campaign to highlight the brand’s commitment to providing a toolkit with solutions, intelligence and technology for financial advisors to use with their clients. The goal for this campaign was to build awareness for the brand, increase engagement and generate leads, while making financial advice more digestible and attractive to younger audiences.

Goodway developed a paid media strategy aimed at reaching key decision-makers in the financial community. Large-scale paid digital media efforts were integrated across programmatic (online video and display in leading financial publications), streaming radio, targeted paid social and digital out-of-home placements in New York City’s Financial District to amplify brand awareness and engagement and drive lead generation among the fintech brand’s target audience.

Over the course of the campaign, the company saw a strong lift in website traffic — from 107K average monthly visits prior to campaign launch, to an average of 927K monthly pageviews by the end (a 766% increase). The brand also saw an 85% increase in users who went directly to the landing page from paid media placements, along with a lift in users in the 35-44 age range.