Three Keys To Designing An Impactful Marketing Campaign

Reference: Found here

Every marketing professional knows that authenticity is one of the most important attributes of a successful campaign—and one of the hardest to achieve. When it comes to brand building, authenticity drives resonance and connection with your customers.

At my company, we recently launched our latest global brand campaign, "Finance is Open," which is an extension of our purpose of how open finance can "unlock the potential of people, businesses and communities, everywhere." The objective of this campaign was to explain and amplify the benefits of open finance in three ways: for social impact, sustainability and growth and collaboration.

Here are three ways we executed a measurable, authentic marketing campaign that delivered on our goals.

Seven years ago, my company launched with a vision that "The Future of Finance is Open." It not only represented our commitment to open finance but also addressed overlooked systemic issues within the financial services space by working to engage with underbanked populations around the world. This vision has served as a catalyst for the products we create and the partnerships we form. Today, we recognize that the industry at large has evolved. So, when it was time to launch our new campaign, we updated that foundational language to "Finance is Open."

Demonstrating interconnectedness and accountability helps reaffirm that initial value-add. When your audience sees that the work your organization is doing aligns with the values that matter to them and relates to the problems they face, it strengthens their connection with your brand.