The campaign successfully reinforced Custodian Investment’s brand presence, fostered deep audience engagement, and positioned the company for continued success in the years ahead.
The Challenge
Custodian Investment, a leading financial services provider, was celebrating its 25th anniversary and needed a digital campaign to generate widespread buzz. The goal was to engage audiences across multiple digital touchpoints, reinforce the brand’s legacy of trust, and set the stage for its future.
The Solution
As the Lead Digital Strategist, I developed and executed a digital strategy to achieve the campaign objectives. The core message, “25 Years of Exceeding Expectations,” was crafted to align with the brand’s legacy of trust and exceptional service. This theme not only reflected Custodian Investment’s past achievements but also signalled its commitment to future growth.
To drive engagement and awareness, we implemented a multi-channel approach with tailored activities for each platform:
Branding: Designed a custom anniversary logo and campaign-specific hashtags to enhance brand identity and recall.
Social Media Activation:
Developed always-on content highlighting Custodian’s key milestones and industry contributions.
Created a nostalgic storytelling series that took audiences on an emotional journey through the company’s 25-year history.
Launched trivia-based engagement campaigns on Facebook and Instagram to drive participation and conversation.
Digital PR & Influencer Marketing:
Engaged @AuntyAdaa and 30 micro- and macro-influencers on Twitter to amplify the anniversary message.
Secured sponsored blog features on Nairametrics and BusinessDay to enhance brand credibility and visibility.
User-Generated Content (UGC) Campaign:
Launched a giveaway contest encouraging users to share content related to the brand and its impact, using the campaign’s branded hashtag. This initiative fostered organic reach and audience participation.
Digital Advertising: Promoted key content across Google Ads and Custodian’s social media channels to maximise exposure.
The Results
The week-long campaign delivered remarkable engagement and visibility, achieving:
80 million+ impressions
1.7 million+ unique users reached
5,000+ user-generated content posts
An average of 2.10 UGC posts per user
Top 5 trending topic on social media for two consecutive days