Boost AFIC's LICs Awareness Amongst Potential Investors

Problem

AFIC is Australia's oldest and largest listed investment company with a strong reputation as a safe and trusted investor. However, changes in the Listed Investment Company (LIC) market, increased competition and underdeveloped digital channels, pose unique challenges in attracting and engaging their audience.

Solution

WE implemented an integrated content marketing plan for AFIC and its LICs, combining organic and paid social media efforts, monthly email marketing campaigns, and earned media strategies. Building consistency, leveraging existing content, and creating more video and people-focused content were crucial steps. These initiatives ensured continued engagement with existing and potential investors and advisors, providing valuable insights into AFIC's LIC offerings and financial expertise.

Results

Influenced conversations on market performance ahead of key results seasons with media coverage across key business and financial outlets including Sky News Australia, AFR, The Australian, Reuters, Fear and Greed and Motley Fool.

• Reached 2.1m financial advisors and investors across EDMs and social media. This includes:
  • 13.7k clicks to the AFIC website
  • 12% increase in LinkedIn followers
  • 66% EDM open rate (102% above benchmark)
  • 19.6% click rate (316% above benchmark)
• Best performing ads on LinkedIn:
  • 2022 Wrap: Reflections on a tumultuous year for investors - 0.91% CTR (160% above LinkedIn benchmark)
  • AFIC's portfolio shows resilience - 0.84% (140% above LinkedIn benchmark)
  • AFIC's investment approach holds up in uncertain times - 0.81% (132% above LinkedIn benchmark)