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Salesforce Wealth Management Campaign

An engaging direct mail campaign to introduce a millennial audience to a traditional community.

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  • The challenge

    Wealth management advisors are facing a period of rapid modernisation, with millennials set to become their key client demographic over the coming years. This new generation of customers will expect rapid responses facilitated by the latest technologies, posing a significant challenge to the largely tech-averse wealth management sector.

    Wealth management advisors are facing a period of rapid modernisation, with millennials set to become their key client demographic over the coming years. This new generation of customers will expect rapid responses facilitated by the latest technologies, posing a significant challenge to the largely tech-averse wealth management sector.

  • The solution

    We developed an engaging direct mail campaign based around the generational change in the wealth management sector. The campaign was titled ‘In your father’s footsteps’, and featured a mailer containing a mismatched pair of shoes highlighting the shift from old to new: one brogue and one trainer.

    Recipients were encouraged to call a bespoke number and arrange for the shoes to be collected, potentially reuniting the pairs for a charity giveaway. From there, appointments were made with Salesforce’s sales teams.

  • The headline

    The direct mail campaign generated a 45% positive response rate from recipients, while the concurrent LinkedIn and online advertising campaigns created seven sales opportunities from a restricted target audience.