Advice signals campaign

One of Vanguard’s key marketing goals has been to grow its advice offer by targeting existing Vanguard clients who have not yet enrolled in advice. Our agency saw an opportunity to use behavioral data to tailor hyper-personalized messaging toward this audience and take advantage of recent regulatory changes that allowed for advice testimonials in marketing content.

Data is only as good as what you do with it. When crafting a highly targeted, human-centered campaign, I wanted to be thoughtful and intentional with what the signal told us about our client’s experience or emotion beyond what the data provided. In this instance, I understood that searches for “inheritance” were less about financial planning and more about the personal and emotional transition that inheriting money represents. That was the basis of my creative direction for this full, multi-channel campaign that included an award-winning video featuring a story from an actual client who trusted Vanguard Advice with his inheritance.

To date, this campaign has resulted in a 40% increase in marketing-generated leads for Vanguard’s advice platform and thousands of clients enrolling in the service.