Drake Star is an expert in investments and strategic development, a new player in the market who unexpectedly entered the top 10 investment banks in the mid-market worldwide.
Drake Star
CLIENT
BACKGROUND
Traditionally, the approach to communication in social networks in the financial sector has been to be perfect rather than real, smart rather than understandable, to speak with reports rather than new experience and meanings.
PROBLEM
Few had heard of Drake Star, let alone understood the reasons for its success. An information vacuum had formed.
The strategic goal was to bridge the gap between outstanding financial performance and low brand awareness among a wide range of potential customers. In addition, we had to strengthen the spirit of the company from within, revealing to employees and partners of DrakeStar their value and contribution.
IDEA
A strategic analysis of the brand showed the reason for the company’s success –
Drake Star’s unique decision-making style.
Therefore, we decided NOT to sell the product. Instead, we created conditions for understanding DrakeStar. Instead of another annual report, we proposed to reveal the cards and win over the hearts of skeptics with the approach and passion of Drake Star people, getting closer through sharing real successful experience. We answered the question “What awaits you when you open the doors to Drake Star?”, while competitors kept their doors closed.
PROCESS
Our client was ready to achieve their goal, and we were committed to delivering results. That’s why we started with a strategy, developed creative concepts, carried out production, and promotion over a period of 10 months. As a result, we successfully accomplished all the objectives we set.
To ensure an ongoing dialogue with the audience throughout the year, we devised a communication format that appealed to our subscribers. Within 7 shooting days across 4 locations, we captured enough material to create a game-changing year-long communication campaign for the investbank.
CONTENT PACK
- 1 long promo video, 90 seconds
- 1 long HR video, 90 seconds
- 1 short video, 30 seconds
- 49 LinkedIn video posts
- 1 video loop for the website
- 50 Corporate photos
We noticed that our content worked not only for the target audience but also for people inside the company who became carriers of its DNA.
HR BRAND / short
MAIN CAMPAIGN VIDEO
Therefore, on LinkedIn, we implemented a rubricator that worked in two key directions:
- Attracting customers (articles, successful deal case studies)
- Attracting employees and immersing them in the company culture (content packs)
Thanks to targeting, we ensured coverage of the narrow target audience according to the most accurate criteria.
RESULTS
We identified an EXCLUSIVELY target audience and achieved outstanding results within this narrow niche in 6 months:
60144
total reach
1399
% brand awareness increased
23672
new targeted visitors, +1366.7%
4697
reactions to posts, +1098.2%
200
comments, +2122.2%
282
reposts, +642.1%
Video retention rate was 74%
Page engagement was 7.4 out of 10,
with an average score of 5.3%.
Video posts were 5 times more effective than static posts!
We became so close to people that more qualified candidates began applying for vacancies, and employees and partners, seeing their value, began to write expert columns, developing their personal brand.
Numerous podcasts, speeches, interviews in publications, including the Wall Street Journal, significantly reduced the barrier for new clients and suggested to us the further direction of Drake Star communication development!
From the initial brainstorming sessions to the final execution, 16×9 team displayed utmost professionalism, creativity, and a keen understanding of Drake Star’s brand and objectives. They maintained an open line of dialogue, regularly seeking feedback and incorporating our suggestions seamlessly into the project. Their responsiveness and flexibility made the entire collaboration a breeze, resulting in a final product that exceeded all our expectations.
–Kateryna Mamyko-Golomb
TEAM
DrakeStar:
Kateryna Mamyko-Golomb
16×9:
Brand leader: Arkadiy Pasichnik
Director: Arkadiy Pasichnik
Art director: Sergiy Panin
Producer: Roman Danylchenko
Producer Assistant: Laura Archipenko
Cinematography: Roman Bello, Volodymyr Kalishchuk, Sergiy Panin
Editing: Savely Zhukov
Design: Roman Goncharenko
Motion graphics: Vlad Khvischuk
Colour: Savely Zhukov
Sound: Oleksandr Filonenko
Technique: Garage rental
Lawyer: Taras Kalishchuk
Fin. Director: Viktor Nemchenko