Integrated Marketing
Advice worth talking about.®
With continued market volatility, rising interest rates and high inflation entering 2023, we launched a campaign illustrating how Ameriprise financial advisors help clients navigate uncertainty with more confidence and stay focused on their long-term goals.
Our fully integrated, multimedia campaign delivered +1.2B impressions and outperformed key benchmarks, while also generating strong engagement among clients, employees and our advisor community.
Paid and owned channels
Campaign landing page
We developed a dedicated landing page that served as the destination for digital marketing and advertising. On the prospect-facing homepage, we created a hero banner driving to the landing page.
Television commercials and online video
Developed (2) 30-second and (2) 15-second television ads to support the campaign. The ads highlighted how Ameriprise financial advisors understand clients’ long-term financial goals and help them navigate market cycles to feel more confident about the future.
The television ads ran across broadcast and cable news, sports, and entertainment programming, as well as streaming and digital television.
Developed a suite of digital ads to complement the campaign launch. The ads utilized bold messaging and thought-provoking questions around specific financial goals and priorities for key segments within our target market.
Additionally, we developed contextually relevant digital creative that appeared exclusively on sports and travel sites, supporting our paid media plan and driving greater impact with a niche audience.
Presented below in static storyboard format, each frame represents animation/movement.
OLA
PMP
Sports-themed creative
Travel-themed creative
Animated corporate social posts
Animated social posts on Meta and LinkedIn featured key credentials. Each video was promoted twice on our corporate social accounts. Every promotion contained unique copy to optimize performance.
Paid search
Paid search ads were placed on Google and 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. A selection of 12 different images were dynamically placed with 18 different headline-and-description combinations based on performance.
Brand essence video
A two-minute video was created to articulate what ‘Advice worth talking about’ means. The video was delivered to consumers and served as a rallying cry for financial advisors and employees.
Advisor resources
We provided a suite of marketing/advertising resources for our +10,000 advisors to activate the campaign in their local markets.
Field activation guide
The activation guide provided advisors resources to bring the campaign to life locally and drive referral and practice growth.
GoSocial
Financial 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
Financial advisors shared the brand campaign and message on their websites by posting campaign messages on their homepage and publishing the TV commercials to a video gallery.
Marketing on demand email
Financial advisors had the option to send an email series to prospects that focused on the campaign’s message and the benefits of working with an Ameriprise financial advisor.
Capabilities brochure
Our capabilities brochure highlights all the resources, solutions and services Ameriprise Financial has available to help clients and prospects achieve the life they’ve earned. The brochure features the campaign’s brand message and brings to life the value of our personalized financial advice.
Marketing toolkit
The prospect marketing toolkit provided materials to help financial advisors connect with prospects and demonstrate how their personalized advice can help prospects reach their goals. It featured a local marketing guide to help financial advisors bring the national advertising campaign to life locally.
Internal promotion and employee engagement
Employee intranet promotion
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