Creative/Art Direction: Kari Fox
Design: Kari Fox
Messaging: Kari Fox
Marketing Strategy: Marlo Capponi

Client: High Net Worth Investors

Objective: Increase awareness of alternative investments, particularly among high net worth investors ($500,000+)

Goals:

• 21% open rate

• 2.50% click through rate (CTR)

• 1,250 landing page views

Creative Drivers: The Wealth Engine campaign needed to tie into the Millennium Trust brand while branching outside the box of things that had been done in the past in order to reach new prospects. The brand had been defined with black and white photography, and one of the reasons for this campaign was because many investor portfolios are pretty plain (aka black and white). I felt we could play on highlighting alternatives as being different from the norm and therefore we could “add color” to their portfolios.

For the campaign we launched a series of animated google ads in conjunction with a series of emails that drove to a landing page to learn more and get investors into the funnel. We also sent out a 2 part direct mailer to coincide.

Results:

• 46% open rate

• 7% click through rate (CTR)

• 37,620 landing page views