Advice worth talking about.®
The pandemic provided the opportunity to evolve our Be Brilliant® brand platform and increase relevance during uncertain times. The new brand platform reinforces our value proposition of financial advice and more tangibly articulates why clients value working with Ameriprise. Key objectives for the evolution included:
- Grow our brand awareness among our target audience
- Highlight the strength and stability of the firm
- Reinforce the value we provide
- Speak to the referrals that advisors drive through client relationships
Our new tagline captures all of this in just four words: Advice worth talking about.® It's a more tangible articulation of our value proposition and conveys it in a more personal, caring, authentic and confident way.
Advice worth talking about.® launched with a fully integrated, multimedia campaign, which delivered 1.7B impressions and outperformed key benchmarks.
Television commercials and online video
Advice worth talking about.® launched with 5 new TV commercials, including two 30-second live action and three 15-second animated illustration ads. The TVCs delivered over 1.4B impressions across broadcast and cable news, sports, and entertainment programming, as well as streaming and digital television.
We developed a suite of 8 new animated online display ads to complement the launch of our new brand platform, Advice worth talking about.® We leveraged research to determine the top financial goals and priorities for key segments within our target market. Our data management platform enabled us to effectively target specific audience segments and deliver relevant messages during key times in their financial life.
Digital advertising delivered over 64.8MM impressions across a myriad of popular news, finance, entertainment, sports and lifestyle websites and drove traffic to key pages on Ameriprise.com to learn more about that specific topic. Click-thru-rate outperformed benchmark by +83%.
Presented below in static storyboard format, each frame represents animation/movement.
Corporate social posts
Social slideshow posts and reels ran on Facebook and Instagram and aligned with Online advertising banners.
Social story posts
To drive organic engagement and grow our followers on Instagram, we leveraged the messaging from the new brand platform to create an Instagram story campaign where we asked followers to answer three questions about financial advice. The first round of story posts generated a 125% increase in reach over the previous week and a 500% increase in engagement.
Animated social posts
Animated social posts on Facebook featuring key credentials.
Paid search ads were placed on Google & Bing to help answer financial questions and drive qualified users back to Ameriprise.com.
Google Discovery ads
Highly visual Google discovery ads were placed on key Google owned properties. This delivered an efficient platform to reinforce campaign messaging using ad placements on high traffic, trusted sites such as YouTube, Gmail and the Google mobile app.
Ameriprise.com homepage banners
We featured custom illustrations in our prospect-facing homepage hero banner driving to the "Find an advisor" page.
Brand essence video
Two-minute video articulates who are and what ‘Advice worth talking about’ means. Delivered to consumers and served as a rallying cry for advisors and employees.
We provided a suite of marketing/advertising resources for our +10,000 advisors to activate the campaign in their local markets.
Local advertising templates
Print, online banner ads, and OOH materials.
Field activation guide
The activation guide provided advisors resources to bring the Advice Worth Talking About® campaign to life locally and drive referral and practice growth.
Advisors brought the campaign message to social media channels using pre-approved posts that highlighted why the advice they offer is worth talking about.
Advisor and team websites
Advisors shared the brand campaign and message on their websites by posting campaign messages on their home page and publishing the TV commercials to a video gallery.
Marketing on demand email
Prospects received an email series from advisors that focused on Advice Worth Talking About® brand message and the benefits of working with an Ameriprise advisor.
Our capabilities brochure highlights all the resources, solutions and services Ameriprise has available to help clients and prospects achieve the life they’ve earned. We updated the brochure to feature the Advice Worth Talking About.® brand message and bring to life the value of our personalized advice.
Internal promotion and employee engagement
Employee intranet promotion