How a data-driven financial communications strategy supported a leading financial consultancy firm to rise above the noise
Following sustained media awareness during the previous years, the brief for 2021 was to enhance Century Financial’s position in the region by promoting and strengthening customer trust.
Gain maximum visibility in Tier 1 media outlets (digital and broadcast).
Maximize industry endorsement through elevating the spokesperson profile.
Retain existing clients and convert prospects.
One of the key challenges was to rise above the noise.
The UAE is home to some of the region’s most respected finance and investment companies, hence the agency needed a robust communication strategy that would make the brand stand out from the crowd.
Our research focused on finding out which data and angles would resonate best with our target media and the client's target audience.
Through a media dipstick, we saw that they value research-driven finance and investment insights.
This research helped us identify gaps in the stories that were being featured and helped us brainstorm and recommend new approaches and ideas to the media.
Understanding what the media was interested in helped us in crafting our messaging.
Our strategy was to work closely with the client’s research department to identify finance and investment data and insights that would assist us in formulating data-driven messaging.
Utilizing various digital channels – podcasts and international media.
Disseminating daily market reports exclusively to Tier 1 print helped to actively engage the business media.
Century’s quick turnaround time for media enquiries and detailed updates helped strengthen media relations and boost its participation and visibility in industry features and stories.
Shared news about Century’s achievements and milestones such as being listed as one of the greatest places to work in the region.
Highlight CSR initiatives and tie-ups with brands like Careem through targeted placements.
Leveraged breaking news stories to firmly position the chairman as a thought leader and industry expert.
Exclusive op-ed features on Tier 1 media – 13 articles in 12 months.
Secured a weekly exclusive column for the spokesperson on GulfNews.com with 90+ articles featured in 12 months.
The chairman was also profiled alongside notable industry heavyweights and government officials, thereby boosting his credibility and reputation. Arranged for speaking opportunities on relevant industry topics for senior executives.
The synergy between Matrix and the Century team provided the brand with earned media opportunities in unconventional ways that went above and beyond traditional methods
Over 1080 media placements (across, print, digital & broadcast media) – 25.1% increase from the previous year.
Higher brand recall for target media, including increased media requests (205 requests) for industry comments and positive feedback from journalists.
14 million+ estimated reach through print media placements – 46% increase from the previous year.
4.24 Billion digital impressions, viewership through media placements including gulfnews.com KhaleejTimes.com etc. – 71% increase from the previous year.
20+ broadcast interviews (42.85% increase since last year) resulting in over 750 million estimated reach - Secured regular TV interview with CNBC (at least twice a month).
PR activities contributed to a 45% increase in organic traffic for the website.
Secured a regular exclusive column on gulfnews.com (90+ Placements during the year - estimated impressions – 1.6billion+.
Exclusive Op-ed features on Tier 1 media - Gulf Business, Arabian Business, The National, Khaleej Times. (13 articles in 12 months) – estimated impressions – 140million+.
Creating a platform that brought together investors, industry players, investment advisors and the media