Figurist has been a trusted partner to Fidelity Hong Kong since 2020. In 2024, we continued this collaboration, delivering exceptional results for their social campaigns amidst tight budgets and fierce competition. Through strategic digital media buys, our campaigns not only solidified Fidelity’s professional image but also reinforced its position as a leading voice in Hong Kong’s investment landscape, achieving strong KPI growth.

Campaign Objectives

• Engage potential users of the investment products and MPF services
• Build a strong professional brand image and awareness among both mature and younger segments
• Drive product consideration that eventually converts to Tax Deductible Voluntary Contribution (TVC) and MPF account signups

Execution

Audience Insights and Segmentation

We worked closely with Fidelity’s content agency to help the client thrive amidst increasing ad auction competition. By analyzing audience demographics, interests, and behaviors across various platforms, we matched content to specific age segments.  For example, the “MPF101” educational series introduced basic financial management concepts for novices and younger audiences, while the “Kan Sir Market Outlook Series” targeted a more mature demographic.

Data-driven Content Approach

We continuously extracted insights from performance data and conducted market and audience tests, enabling the creative agency to optimize content format, ad message and visual style. This ensured the content was relevant and engaging for each audience group.

Real-Time Optimization

Instead of allocating fixed budgets to posts, we dynamically reallocated budgets across ad posts, campaigns, ad objectives, and audience groups on a daily basis. Our real-time performance monitoring allowed for timely adjustments to the media strategy, maximizing results and effectiveness. Additionally, we conducted A/B tests to identify what worked and what didn’t in real time.

Results

We exceeded KPIs by double digits, achieving strong year-on-year growth. Improvements were recorded in nearly all media metrics, including ad quality score, CTR, CPC, CPM, and more.