Zacks Investment Management, a 30-year wealth management firm, engaged Fetch in a product launch campaign for its new robo-advisor product, Zacks Advantage. Robo-advisors were traditionally marketed towards the Millennial generation as a way to diversify a financial portfolio. However, Zacks Advantage is a product for high-net-worth individuals, typically in the Baby Boomer generation, who may not be as familiar with the technology.
Fetch was challenged to reach this target audience through a variety of tactics in a four-month-long product launch that directly led to an increase in product signups.
Media Relations - Fetch identified the top media outlets to reach the Zacks Advantage target audience, and began a comprehensive media relations campaign to secure placements through ongoing pitching, including product demos and timely news stories about robo-advising.
BestRoboAdvisors.org - Fetch partnered with top robo-advisor review site BestRoboAdvisors.org to secure a robust demo and product recommendation.
Content Marketing - Fetch created over a dozen pieces of original content about robo-advisors. These articles were housed on the Zacks Advantage website, shared through email marketing campaigns and posted on all Zacks Advantage social media channels.
Social Media, Paid - Fetch created two different social media advertising campaigns to run for several months on both Facebook and LinkedIn.
Social Media, Organic - To supplement the content marketing and paid social media campaigns, Fetch created Facebook, Twitter and LinkedIn pages for Zacks Advantage. All channels featured a combination of media hits, original articles and third-party content.
- 65.7 million media impressions
- More than 4,000 visits to ZacksAdvantage.com
- Approximately 1,000 account signups over the course of the campaign
- Through trackable links and goal setting in Google Analytics, 46 signups were directly attributed to media placements and social media advertising campaigns