DSP Blackrock – Winvestor, Power to the women investor.

Winvestor is a unique initiative by DSP BlackRock. Winvestor aims to empower women by giving them the right information on various investment tools and imparting basic financial education.

\ 110 K PLEDGES

\ 100 K ORGANIC VIEWS

\ 100 MILLION IMPRESIONS

\ 500 PROGRAM REGISTRATIONS

About The Brand

Your MONEY needs your immediate attention. Cats and fancy Instagram food shots can wait. Come on women, #TakeCharge of your finances. Winvestor is an investor education initiative for women through which we strive to inspire women to empower themselves with financial knowledge to enable them to make well-informed investment decisions and plan for their futures.

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Decoding The Brief

“Women are less impulsive and more inclined to step back and reflect, they are also more open to admitting their mistakes and willing to learn from them, in principle this makes them better investors.” This was what we wanted to convey to women via the Winvestor programme. The starting point was a 60 Second + video which creatively addressed the message at hand,

CHALLENGES

Today, women are outpacing men in several areas. Surprisingly, investing is one area which still provides fertile ground for studying gender differences. On the face of it, this field should be gender agnostic as it does not involve physical exertion or spending long hours in office, both considered limitations for women. However, there are some differences in the manner in which the two genders approach investment. Only 23% of the women in India are in control of their financial decisions.

Our Strategy

Our strategy went beyond only educating women, we also felt it was I important to educate men, about how it is important for them to be supportive of the women in their lives and enable them to become financially independent. A 3 prong agenda which truly went beyond the brief ! our approach aimed at

Campaign Execution

we addressed the “Now What ?” issue. We created a landing page which urged users to take a pledge once they’d watched the video. Apart from the click through’s that we received from video views we employed innovative display advertising platforms to drive incremental traffic to our landing page. While generating buzz around the assets we had at hand, we collaborated with Twitterati & co-created meaningful and sustainable content with India’s leading Publishers.

\ 100 K ORGANIC VIEWS

\ 100 MILLION IMPRESIONS

\ 110 K PLEDGES

\ 500 PROGRAM REGISTRATIONS

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