Glacier by Sanlam | AI 3rd Anniversary Promotion.

Glacier by Sanlam’s wealth and investment platform brings together leading industry experts and respected financial services companies on its platform to help meet client needs.

The Glacier offering includes:

• Local and international investments.
• Pre-and post-retirement solutions and stock broking.
• Guarantee-type products for investors seeking certainty in the current market volatility.
• The LinkedIn campaign celebrated the AI Flexible Fund of Funds (FoF) 3rd Anniversary.

The Challenge

• Financial Advisors are targeted constantly, under a deluge of communication from financial institutions who want to influence client decision-making. In this fractured and competitive environment, gaining attention in an honest, authentic way is challenging.
• To drive interest for the AI 3rd Anniversary Promotion (Celebrating the Glacier AI Flexible Fund of Funds’ 3-Year Anniversary) – reducing financial risk and adding value by using AI and machine-learning techniques.

The Audience

The campaign utilised LinkedIn’s first-party data. Advertisers can combine audience targeting criteria to build your ideal persona, and LinkedIn data stands out because members have professional incentives to keep their profiles accurate and up to date

Members with the title:

• Financial Advisor/s,
• LinkedIn Customer Segment,
• Financial Advisors Network in South Africa.

Company Industries selected were:

• Venture Capital & Private Equity,
• Capital Markets,
• Banking,
• Insurance,
• Financial Services,
• Investment Banking,
• Investment Management.

The Solution

• Utilise Sponsored Messaging, a direct, one-on-one message to your audience’s LinkedIn Messaging, where they increasingly spend most of their time and when they’re most engaged and in the right mindset.
• Sponsored Messages were served to members with selected job titles and company industries to elicit engagement.
• Creating a Sponsored Message campaign generates a message with a single call-to-action that helps drive stronger engagement than traditional email marketing.

We were really pleased with the LinkedIn Sponsored Message performance. Glacier by Sanlam’s audience is predominantly made up of financial intermediaries with quality engagement emanating from LinkedIn.
We are really excited at the prospect of future campaigns, and our partnership with LinkedIn will continue to play a crucial role in building awareness and raising the profile of our brand in years to come.

Dean Hendricks
Digital Marketing Specialist
Glacier by Sanlam.