DSP Black Rock – Investor Education

DSP BlackRock Mutual Fund has been one of the pioneers in investor education. ‘dspblackrock.com/learn’ is specifically designed to serve the personal finance related informational and learning needs of investors across various levels of financial awareness and maturity.

\ 1 MILLION + UNIQUE VISITORS

\ 3.5 MILLION VIDEO VIEWS

\ 2 MILLION + ENGAGEMENTS

\ 172K PROGRAM REGISTRATIONS

About The Brand

DSP Mutual Fund is one of India's leading AMCs. Since its inception, this fund house has grown by leaps and bounds to become one of the premier Asset Management Companies in India. DSP one of the premier asset management companies in India, with over 20 years of a track record of investment excellence DSP BlackRock Mutual Fund has been one of the pioneers in investor education. ‘dspblackrock.com/learn’ is specifically designed to serve the personal finance related informational and learning needs of investors across various levels of financial awareness and maturity.

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Decoding The Brief

'dspblackrock.com/learn’ is specifically designed to serve the personal finance related informational and learning needs of investors across various levels of financial awareness and maturity. This platform will use an innovative ‘gamified’ approach to enable investors to learn various aspects of personal finance in a way that is relevant and engaging, in a self-timed and self-guided manner. As users consume content, they will encounter quizzes, unlock badges, earn points and track their progress against other users. Additionally, users also have the option to access and process content sequentially or as per their own interest. This responsive and device agnostic platform works across desktop, tablet and mobile devices seamlessly.

CHALLENGES

There has been a growth in the mutual fund industry which gave rise to economic growth. Yet, the mutual fund remained a small player while competing in the Indian financial market. Mutual funds are a growing market in India, where interest in personal investing is beginning to blossom. At the same time, many Indian consumers still lack a basic understanding of mutual funds, and while many would like to begin investing few understand how or where to get started.

Our Strategy

A note should be made here before we move on, this campaign was extremely crucial to be able to set a precedent for the upcoming campaigns that DSP was to run. Our strategy was focused on getting the right set of audiences to visit the learn section on the DSP website, and employed cross device tracking . We had split the audience into 5 distinct cohorts and each of them was to be exposed to one of the 5 explainer views, which he or she was most probable of interacting with.

Campaign Execution

Building a cost-effective cross screen audience with Appier’s CrossX Programmatic Platform VML partnered with Appier & BluStream to use AI to identify and drive high-value traffic to the new portal, targeting high-earning male and female users likely to require financial planning services. Appier’s CrossX AI mapped the user journey, analysing user behavior to identify the highest value audience for mutual fund information CrossX AI also mapped device ownership, allowing VML to reach DSP BlackRock’s users across screens CrossX Frequency Capping limited duplication by capping exposures across every device owned by target users VML implemented the Appier Site Tag on DSP BlackRock’s educational portal, allowing Appier’s AI to optimize site visits and enhance our understanding and profile of DSP BlackRock’s user Once users signed up for portal accounts, VML worked with Appier to reach them via remarketing to sell additional BlackRock offerings

\ 3.5 MILLION VIDEO VIEWS

\ 2 MILLION + ENGAGEMENTS

\ 1 MILLION + UNIQUE VISITORS

\ 172K PROGRAM REGISTRATIONS

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