Discussion of how Wealthsimple Utilizes Influencer marketing for their Money Diaries Campaign

1. INFLUENCER MARKETING
MARCH 11, 2022
MRK634
BY: SVETLANA ZEMSMAN

2. COMPANY
BACKGROUND
• Founded in 2014
• Originally robo-advisor targeting
millennial investors
• Grew their product line up including
Trading, Crypto, Tax Filing and Peer-
to-Peer cash transactions
• More than 2 million clients in 2022
Main Positioning: Investing for Humans.
The positioning is embedded in the name
of the company. It is investment
simplified.

3. WEALTHSIMPLE PRODUCT LINEUP

4. WHAT IS
INFLUENCER
MARKETING?
•Can be paid and sometimes earned Media
•Akin to Celebrity Endorsements and PR
•Utilization of existing reach of Personal Brands
•For Wealthsimple Influencer Marketing is a natural
channel to reach their target group – millennials.

5. MONEY DIARIES CAMPAIGN
BY WEALTHSIMPLE
Money Diaries is a series of
posts that highlight personal
money stories.
Within the posts of regular
people Wealthsimple weaves in
stories by celebrities from
multiple fields: actors, athletes,
thought leaders.

6. MONEY DIARIES COMPONENTS
Wealthsimple does a great job at maximizing the value of influencer collaboration.

7. ASSETS EXAMPLES
Instagram Website Twitter YouTube

8. ISSUES WITH INFLUENCER MARKETING
HARD TO SET KPIS FOR THE CAMPAIGN ARE
WE LOOKING FOR DIRECT SIGNUPS, BRAND
RECALL OR INCREASED SEARCHES IN GOOGLE.
WHAT IS REALISTIC?
HARD TO TRACK ROI ON THE CAMPAIGN:
HARD TO ATTRIBUTE RESULTS SPECIFICALLY TO
INFLUENCER CAMPAIGN

9. GAUGING KPIS
Assuming that branded searches
is one of the KPIs we can utilize
Google Trends to gauge growth
if any.

10. IS MONEY DIARY A SUCCESSFUL CAMPAIGN?
Without knowing actual KPIs it’s hard to judge if the campaign is success.
We can clearly see in the graph that there are increased number of searches starting from
2020, the growth leveled off after an outlier spike.
One can say that there is no point in doing this type of campaign anymore. However, you can
see that searches didn’t go down to a previous levels. Meaning the existing campaigns
allowed Wealtsimple to grow and maintain interest. You also need to take into account that
the goal of Money Diaries, can be to retain existing investors, not to just attract the new ones.
Of course, in a typical marketing fashion, we don’t know if this is an influence of media
buying, or specifically influencer campaign.
Since they keep pushing hard on this promotional channel, we can only assume that they know
it is working for them.

11. WORKS CITED
Do money right: Invest, Save, Spend & file taxes. Wealthsimple. (n.d.). Retrieved March
11, 2022, from https://www.wealthsimple.com/en-ca
Chen, J. (2021, September 21). What is influencer marketing: How to develop your
strategy. Sprout Social. https://sproutsocial.com/insights/influencer-marketing/
Chevreau, J. (2015, December 2). Millennial-focused wealthsimple to buy Boomer
Robo-adviser ShareOwner, its first acquisition. financialpost. Retrieved March 11, 2022,
from https://financialpost.com/personal-finance/young-money/millennial-focused-
wealthsimple-takes-over-boomer-robo-adviser-shareowner?r

12. THANK YOU FOR YOUR TIME
Zvetlana Zemsman
https://svetlanazems.medium.com/