Read this case study to know how HSBC used LinkedIn Sponsored Content for driving over 40,000 interactions and attracting over 3750 followers.
LinkedIn Sponsored Content
More than 40,000 interactions and over 3750 followers
The Brand: HSBC
One of the world’s largest banking & financial services organizations, HSBC is headquartered in London. The bank aims at connecting customers to opportunities and enabling businesses to flourish and economies to thrive. This is what acts as foundation of the HSBC Global Connections website as well, which has abundant insightful & expert content, reports, and tools for inspiring and informing businesses operating internationally or planning to do so.
HSBC objective behind LinkedIn Marketing
HSBC wanted to form collaborations with members of its key business audience.
“Our challenge is to be seen as a strategic partner rather than just a transactional partner,”says Amanda Rendle, global head of marketing, HSBC Commercial Banking and Global Banking and Markets.
“We need to find new and innovative ways to engage an audience short on time but hungry for insight that can help take their business further.”
Driving awareness and establishing through leadership among its busy audience happened naturally for HSBC as Sponsor content went well with the quality of the LinkedIn audience and the business professional context.
HSBC’s strategy for LinkedIn Marketing
HSBC wanted to endorse its new Trade Forecast Tool for which the company chose to leverage the geographic targeting capabilities of Sponsored Content using personalized statuses on the basis of data relevant to each market.
“The advantage for us is the opportunity to signpost our content and make it more easily accessible, not only to our customers but to a wider business audience,” Rendle explains. “Sponsored Content allows us to select content that we feel has greatest relevance at a particular time or on a particular topic, and then to highlight it to an interested audience by placing it in the LinkedIn feed. We’ve been able to test different variables and optimize as we go along.”
LinkedIn marketing also enabled HSBC in developing and validating a content strategy useful for its target business audience.
“As we develop our content strategy, we can assess our customers’ need for certain information by promoting key articles, research or topics, and seeing what kind of response we get,” highlights Rendle. “This kind of insight is invaluable in our mission to become more customer centric.”
Sponsored Content proved to be very productive for the HSBC and the bank was able to:
- Drive more than 40,000 interactions with HSBC Global Connections content
- Boost organic update impressions by 1500% and social interactions by 900%
- Attract attracting over 3,750 new followers to the HSBC Commercial Banking LinkedIn Company Page, creating long-term value
- Gain reach & engagement from over 50 industries
- Engage with top titles including CEO, vice president, and director of operations
Words by Amanda Rendle, Global Head of Marketing, Commercial & Global Banking and Markets, HSBC
“At HSBC, we want to engage and inspire our key business audience with content which positions us as a thought leader. LinkedIn’s Sponsored Content has helped us with this by enabling us to deliver timely updates to influential professionals, and stimulate debate and interaction.”