VOYANT
Client Overview:
Voyant is a holistic financial planning software that helps deepen relationships between Registered Investment Advisors (RIA’s) and their clients by offering goal-based life-planning that's personalized to their client's needs.
Role:
Creative Director.
The Ask:
Launch a sustainable and scalable demand generation program for the U.S. market targeted to Registered Investment Advisors (RIA's). The goal is to drive them to take a 30-day free trial of Voyant.
Campaign:
“Inner Monologue”
Concept Description
Our goal was to develop a campaign concept that will get RIAs who need to build more trusted, transparent client relationships to take Voyant’s product demo by giving them an unconventionally honest perspective on their perceived value.
The Hook:
In uncertain times, the loudest voice reminding us of what we could be doing differently is the one inside our heads. We all have those nagging doubts reminding us “You could be doing more”. And no matter how hard we try to quiet them, they never really go away - especially if we’re not doing what it takes to quiet them down.
Most of us have found ourselves in a daydream doodle at some point or another – and those doodles can be very revealing.
The campaign features a series of hand-drawn doodles meticulously animated and placed on organic photos of paper surfaces - all to convey a level of authenticity rarely seen in the FinTech space.
Campaign Architecture
Proposed Tactics
At the beginning of each client engagement, we explore all demand generation tactics available and talk about how they could help us arrive at our goal. In Voyant’s case, our goal was to drive landing page visits and demo registrations.
Campaign Architecture
After collaborating with the client and media partner, we arrive at the right mix of tactics and begin setting up a comprehensive architecture and journey flow.
Email Nurture Flow
Email continues to be a primary channel for B2B demand generation campaigns. Here’s a user-flow that illustrates a common engagement journey coupled with retargeting tactics.
Campaign Executions
Each ad unit begins a tense and uncertain narrative that the landing page hero images pay off with a positive result.
“Rockstar” - Native Ad and its corresponding animated Landing Page.
“The Robo-Advisor” - LinkedIn Ad and its corresponding animated Landing Page.
“The Middleman” - LinkedIn Ad and its corresponding animated Landing Page.
“The Busy Beaver” - Email #1 and its corresponding animated Landing Page.
“The Assembly Line” - Email #2 and its corresponding animated Landing Page.
“Break the Chain” - Display Ad and its corresponding animated Landing Page.
