Recently, I had the opportunity to design a marketing campaign proposal for Lionbank’s upcoming mobile trading app launch. Here’s how I approached this project:

1. Defining the Target Audience

Understanding the audience was key to approaching further campaign methodologies. I identified two target demographic groups:

Tech-Savvy Retail Investors: Individuals seeking convenience, transparency, and independence. These users were best reached through:
- Approachable social media advertisements
- Welcome deals
High-Net-Worth Individuals (HNWI): Experienced investors prioritizing exclusivity, control, and security. For this segment, I focused on:
- Ads associated with trusted financial sources
- Exclusive events
- Personalised, exclusive targeted ads.

2. Selecting the Right Marketing Channels

After identifying the audience, I evaluated the merits of various marketing channels:

Social Media: Platforms like Instagram, Facebook, and LinkedIn help reach a wider audience and engage with younger demographics.
Video Advertisements: YouTube and OTT platforms are key to delivering emotionally resonant messages to a that reinforce the respectable reputation and perceived reliability of the bank.
Owned Media: Lionbank’s website and email campaigns, allow to inform the existing customers of the app launch, as well as to produce informative content about the upcoming app’s features.
Earned Media: Reviews in trusted financial publications and blogs are key for establishing credibility and attracting discerning investors.

3. Defining the Campaign Character and KPIs

Once the audience and channels were determined, I focused on crafting a cohesive campaign message that would resonate with investors.

Key Campaign Message:

The Lionbank Mobile Trading App gives users the freedom to live their life while staying in control of their investments—empowering them to manage their portfolio independently, securely, and from anywhere.

“Your [____], Your Life, Your Bank.”

(The first term is interchangeable based on the advertising scenario, emphasizing user flexibility and control.)

Examples:

“Your Freedom, Your Life, Your Bank.”
“Your Investments, Your Life, Your Bank.”
“Your Move, Your Life, Your Bank.”

Key Performance Indicators:

To measure the success of the campaign, I established the following KPIs:

Acquisition: App downloads, sign-ups.
Engagement: Active usage, social media shares.
Brand Awareness: Ad impressions, website traffic, and earned media mentions.

4. Designing Mockup Content

To visualize the campaign’s impact, I created mockup content, including:

**Social Media Posts**: Designed to highlight the app’s unique features and promote downloads.

**Video Advertisement**: Centered on emotionally engaging scenarios, such as managing investments while enjoying personal moments.

**Owned Media**: Detailed descriptions of real-time analytics, personalized recommendations, and step-by-step onboarding tutorials to emphasize usability and security.

**Earned Media**: Speculative future earned media, which may help draw clients with relevant interests directly to downloading the app.

5. Building the Campaign Execution Plan

I structured the campaign into four phases, ensuring smooth implementation:

Pre-Launch:
- Teasers on social media to generate excitement.
- Announcements to Lionbank’s existing client base, emphasizing exclusivity.
Launch:
- Informative content showcasing app features.
- Broad advertising on social media and video platforms.
Growth & Engagement:
- Targeted ads for interested users.
- Referral programs and feature-specific promotions.
Long-Term Engagement:
- Positive reviews from credible sources.
- Community-building through educational webinars and exclusive offers.

Conclusion

Leveraging my expertise in market research, brand storytelling, and strategic planning, I designed a multi-channel strategy incorporating social media, video advertisements, and owned media to reach both wide and targeted audience demographics. Ultimately, this campaign aims to position Lionbank’s app as the go-to solution for modern investors.

Software used:

PROJECT: Crafting a Winning Marketing Campaign for a Mobile Trading App Launch