Our Kleinwort Benson case study demonstrates how we implemented a content strategy to create brand awareness in a market segment that Kleinwort Benson had not previously operated in.
Kleinwort Benson, like most venerable institutions, found themselves increasingly irrelevant to a younger, tech savvy demographic of wealthy individuals. They asked us to help change this.
There is a clear demand for services amongst younger, wealthy entrepreneurs. But they have a different, sometimes difficult, relationship with financial services. We needed to demonstrate the brand understands their needs and show the relevance of Kleinwort Benson in their financial journey.
Taking our key insight and understanding of the target audience behaviour we decided on a content marketing approach. Creatively our editorial direction focused on two areas:
Real life entrepreneur stories
Getting under the skin of Kleinwort Benson
We designed and built a content hub and integrated this into the Kleinwort Benson website. Our content strategy focused on four key themes
Kleinwort Benson personalities
Kleinwort Benson passions
We took ownership of creating and publishing content across the responsive platform we designed and built. In practice we owned and shaped the editorial direction through the monthly editorial calendar, working hand in hand with internal and external contributors, writing content, art production and liaising with social and communication teams to amplify the contents’ reach.
We used a visual style for content that brought the features to life. This is important as we wanted the content to feel accessible and friendly. We’ve interviewed a number of well known entrepreneurs such as the founder of Ella’s Kitchen, Britain’s best known plumber Charlie Mullins (Pimlico Plumbers) and James Watt (Brewdog founder). We got to the bottom of their successes and failures. We lifted the lid on the people at Kleinwort Benson, opening the door to a world which is often seen as mysterious and we highlighted Kleinwort Benson’s work with the Orpheus Foundation.
“DVO helped us to understand and define a new audience of entrepreneurial wealth creators that we were struggling to gain traction with. They created a solution that has been highly successful positioning Kleinwort Benson as the go to provider among this discerning segment. We’ve found their collaborative style a pleasure to work with.”
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