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Linked in oppenheimerfunds case study 2013
 

Linked in oppenheimerfunds case study 2013

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Moving early on iPad delivers winning return ...

Moving early on iPad delivers winning return

Securing a position as one of the launch sponsors for LinkedIn’s iPad app enabled OppenheimerFunds (OFI) to reach its target audience of Financial Advisors more effectively, building awareness for the OFI brand whilst driving downloads of its pioneering Global Tracker tablet app.

OFI’s 80-day sponsorship of the LinkedIn app provided a 20% share of voice with category exclusivity as the only financial advertiser on the platform, and display ads appearing every 4-7 “swipes” on average. And with the LinkedIn membership including more than 500,000 Financial Advisors, the campaign delivered an extremely strong fit with the target audience.

OFI’s iPad sponsorship generated more than 3.3 million impressions during the 80-day period, with over 11,000 clicks on OFI ads and a strong response to the Global Tracker app, which provides OFI with a platform for on-going engagement.

"We identified the LinkedIn iPad launch as a fantastic opportunity to link our brand to a progressive platform and push the boundaries on engagement – and we have been very satisfied with the results delivered by the sponsorship. We will be looking to develop our iPad presence through LinkedIn as the reach of the app grows."
Kirti Srikant
AVP, Director of Brand Marketing & Advertising OppenheimerFunds

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    Linked in oppenheimerfunds case study 2013 Linked in oppenheimerfunds case study 2013 Document Transcript

    • Marketing SolutionsMoving early on iPad givesOppenheimerFunds winning touchSigning up as a launch partner for LinkedIn’s iPad app has enabled the asset management firmto reinforce its position as an industry leader and increase visibility among financial advisors.OppenheimerFunds (OFI), in collaboration with Mobext,became one of the launch advertising partners for LinkedIn’siPad app giving the brand a position on the first professionalsocial media platform that enables advertising on the device.As such, it not only demonstrated OFI’s progressive credentialsto an audience of early-adopting LinkedIn members, butenabled the firm to deliver impressive response rates andsignificant reach for its ads.Challenge■■ To find and engage Financial Advisors in an ever changingmedia consumption landscape where mobile usage israpidly growingObjectives■■ Broaden brand awareness for OppenheimerFunds amongFinancial Advisors■■ Support the launch of OFI’s first-of-its-kind Global Trackertablet app■■ Leverage platform-specific creative to gain exposure anddrive downloads■■ Demonstrate the brand’s position as an innovator andthought leader in the investment space, by aligning withrelevant first-to-market opportunitiesSolution■■ Beta launch partner for the LinkedIn iPad app■■ 80-day sponsorship■■ 20% share of voice, with ads appearing every4-7 “swipes”■■ Utilized variety of creative assets to support twobrand messages: Globalize Your Thinking andGlobal Tracker App■■ Cross-platform approach complemented robust OFIdesktop media experienceWhy LinkedIn■■ The first professional social media platform to provide anadvertising opportunity on iPad■■ Context of valued professional content gives audiencesreason to engage on the device■■ LinkedIn attracts a strong audience of 16.5 million financialprofessionals, with 500,000 FA’s on the platformResults■■ Achieved category exclusivity as OFI was the only financialadvertiser launch partner■■ Generated 3.3 million impressions and was the primarymobile awareness driver for the campaign during its3-month duration■■ Combined, all 3 creative messages drove over 11k clickswith the Global Tracker app creative outperforming the twoGlobalize Your Thinking messages by 15%OppenheimerFunds Case StudyCase Study in collaboration with:
    • Kirti SrikantAVP, Director of Brand Marketing & AdvertisingOppenheimerFunds“We identified the LinkedIn iPad launch as a fantasticopportunity to link our brand to a progressive platformand push the boundaries on engagement – and wehave been very satisfied with the results delivered bythe sponsorship. We will be looking to develop ouriPad presence through LinkedIn as the reach of the appgrows.”Copyright © 2013 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail, are registered trademarks of LinkedIn Corporation inthe United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.Visit emea.marketing.linkedin.com to learn how other marketers have successfully met their marketing objectives.Marketing Solutions OppenheimerFunds Case Study01-LMS-E04-EN 0413