Moments Campaign
The “Moments” campaign was a collaborative effort with Substance Strategy & Creative, focused on bringing to life the authentic stories of Osaic’s financial professionals. Inspired by the genuine and personal feel of Apple commercials, the campaign aimed to showcase pivotal moments where financial professionals played a meaningful role in their clients’ lives or experienced significant milestones themselves.
Problem
The challenge was to create a marketing campaign that moved beyond traditional financial services advertising and instead fostered a genuine connection with the audience. We sought to highlight the human element of financial advising by showcasing real-life "moments" that demonstrated the impact and value of Osaic's professionals.
Goals
- Develop an authentic storytelling approach that featured the voices and experiences of Osaic's financial professionals.
- Create visually compelling video content that mirrored the aesthetic of authentic, personal storytelling, similar to Apple's commercial style.
- Capture genuine "moments" through on-location filming and the incorporation of real client images and videos provided by the financial professionals.
- Ensure the campaign maintained a high degree of authenticity, even when supplementing with carefully curated stock videography for moments without direct visuals.
- Develop versatile campaign assets suitable for distribution across various channels, including digital publications, social media, YouTube, and print materials.
Research
- Analyzing the storytelling approaches of successful brands, particularly those known for their authentic and emotionally resonant campaigns, such as Apple.
- Developing a concept video to effectively communicate the desired aesthetic and storytelling style to Substance Strategy & Creative.
- Establishing a process for collecting authentic "moment" submissions from Osaic's financial professionals, including guidelines for photo and video quality.
- Identifying and curating high-quality stock videography that could seamlessly blend with user-generated content to maintain visual authenticity.
- Exploring various distribution channels to understand the optimal formats and messaging for each platform.
Solution
The "Moments" campaign successfully brought authentic storytelling to the forefront of Osaic's marketing efforts. The solution included:
- Authentic Storytelling: Featuring real Osaic financial professionals sharing personal and client-related "moments" in their own voices.
- Visually Compelling Content: Creating videos with a clean, personal aesthetic, often featuring the storytellers themselves, reminiscent of Apple's commercial style.
- Genuine Visuals: Incorporating actual client images and videos provided by the financial professionals, enhancing the campaign's authenticity.
- Carefully Curated Stock Footage: Skillfully supplementing moments without direct visuals with high-quality stock videography that maintains a consistent and authentic feel.
- Multi-Channel Distribution: Developing campaign assets optimized for various platforms, including digital publications, social media, YouTube, and print materials, ensuring broad reach and engagement.
