The first major campaign delivered through Marketo Engage focused on education and awareness of its managed fund product. Through research, Kiwi Wealth determined that consumers had limited awareness or understanding of its managed funds offerings. Some had never heard of it, while others thought it was only for the wealthy.
“We decided to run a 12-week campaign aimed at eliminating some of the myths about managed funds,” says Laura Stephenson, Head of Marketing at Kiwi Wealth. “While we started with ads on video-on-demand, radio, display, digital and social media, Adobe Marketo Engage formed the core of consumer engagement by analysing interactions across the landing page, email campaign and survey form.”
Ads directed consumers to visit the special campaign landing page created with Marketo Engage. The landing page highlighted what a managed fund was and presented blogs, FAQs and links that invited people to sign up for their first managed fund. Marketo Engage measured all clicks and traffic to help Kiwi Wealth identify content that consumers liked the most.
Marketers could change content quickly, so if a blog was underperforming, they could adjust the call-to-action or write a new blog that better answered pressing questions. Marketers also used Marketo Engage insights to help inform A/B tests so the team could further optimise navigation to encourage more people to open new accounts.
“With Adobe Marketo Engage, we basically built the landing page in a day,” says Stephenson. “We saw a huge uptick in traffic to the landing page, around 865% higher compared to typical web pages. Marketo Engage captured all of the information that we needed to understand and segment consumers.”