Money Dashboard is a personal finance aggregator which allows users to see and manage all their bank accounts and expenses through a single, user-friendly platform. A fast-growing and dynamic brand, Money Dashboard is always looking for innovative ways to attract new users – especially amongst internet savvy users aged 25 to 42 years.
The Money Dashboard campaign was spearheaded by creative performance agency, Zag, and global content creators, Quill. Together they developed a content-rich and highly focused campaign, featuring a wide range of original, educational, informative and authentic personal finance content.
The content was housed on the personal finance aggregator’s website and was designed to engage new, UK-based users to the brand, drive increased traffic to the site, and ultimately convert visitors into active users of the platform through smart conversion.
Working collaboratively, Money Dashboard, Zag, and Quill created a data-driven content plan consisting of multiple content types, ranging from educational articles such as, “4 ways to slash your household budget…” to text-based, “soap box” style, personal finance content. In total, Quill helped Money Dashboard create four videos and 165 mobile-optimized blog entries in just six months. In addition, to drive the reach of its content and boost engagement amongst its target audience, it employed content discovery platform Outbrain.
Dashboard content was amplified across the Outbrain network. Then, the content was delivered across desktop, tablet, and mobile to readers who were most likely to be interested in it, drawing on the discovery network’s sophisticated and proprietary algorithms.
Outbrain also worked with Quill and Zag to develop multiple headlines throughout the activity, which successfully drove increased exposure and engaged traffic to the optimized Money Dashboard website.
During a 3-month period (March – May 2014), Outbrain surfaced over 76 million impressions and drove 155,000+ clicks to Money Dashboard’s content campaign. Outbrain outperformed all other marketing activities and the campaign saw 1,557 registrations to the Money Dashboard service. Highly targeted towards mobile, 58% of the Outbrain recommendations were delivered across smartphones with higher than average engagement seen across this channel.
By taking a holistic approach to content marketing and partnering with best-in-class partners we were able to create a comprehensive content-rich campaign that reached our audiences in an authentic way. Tailored content, an optimized website with rich media and targeted amplification surfaced premium content allowing us to drive high engagement, conversion and ultimately adoption for Money Dashboard.”