Early in 2022 we launched Janus Henderson Investment Trust’s first brand campaign, ‘The Big 5-Oh.’ It was a huge success and performed beyond the client’s expectations.
The Big 5-Oh was based on a key moment in the retail investor lifecycle, the watershed age of turning 50 and the financial concerns at the moment in time. The campaign was also targeted at men aged 45-55. The ‘Your Biggest Investment’ campaign widened the audience net to those 40+ but crucially included the other important financial decision maker – women.
Using the key learnings from our first brand campaign with Janus Henderson and the stellar performance of the video and digital content, we set about creating another brand hero video that tapped into the emotional concerns of parents planning for their children’s future.
Reaching new audiences
We conducted in depth focus groups with the target audience we had identified to dig deep into their approach to their finances, their concerns and to understand the insights we could use to achieve outstanding creative. We looked at their media habits to understand where best to reach them and selected the right content for the audience at the right time, delivered in the right place. This led to a digital-led campaign that pushed the boundaries of the client’s business as usual content into the realms of lifestyle.
Comprehensive brand awareness content strategy
Our success with the thematic campaign was further compounded by the organic growth of engagement figures across Janus Henderson’s individual trusts, as well as their respective digital reach. The podcast series, articles, downloadable guide, investor case studies, email and digital advertising generated interest Janus Henderson as a top of funnel source of insightful and helpful information when consumers needed it most.
The video gained 9.3 million ad impressions with a click through rate of 20% above the benchmark within the first couple of weeks. The campaign in its totality outperformed the sector benchmarks across the board. We celebrated that quite quickly the average dwell time on the landing page was hitting 2.47 minutes for paid traffic and 4.17 minutes for organic traffic.
Janus Henderson investment trust search traffic increased by 400% due to the combined approach of long term brand building and short term sales activation.
