Galaxy
Driving quality leads through niche targeting
Purpose
The goal of the campaign was to reach specific financial adviser audiences able to recommend the clients funds. The client wanted to focus activity on three highly coveted wirehouse firms and ensure the campaign was highly targeted, would drive quality leads and aim for no wasted impressions.
Strategy
To achieve the goals of the campaign Ptarmigan Media partnered with niche trade publications, RIA Channel and Adviser Perspectives. These publications can leverage 1st party registration data which allow the targeting of advisers at specific firms. We drew on our long-standing relationships with these key strategic partners to allow us to negotiate highly targeted placements to small segment lists. By using dedicated email the content could be tailored to the target advisers, focusing on deeper product education.
Outcome
The highly targeted approach delivered a 100% SOV reaching target advisers in a leaned-in environment. Click-through upon open rates significantly exceeded publisher benchmarks by 3x.