Brief

H/Advisors Cicero worked with HSBC to build consumer awareness around the brand and its insurance products in newly emerging markets as part of HSBC’s ‘WORLD’S LOCAL BANK’ campaign. This campaign reflected the bank’s long-term growth strategy which had been based on acquiring the 2^nd or 3^rd largest retail bank in each of its core markets. Over time, the acquisitions were re-branded HSBC and investment was made to build local HSBC brand awareness. 

Our team worked with the Group marketing team, based in London – where we worked very closely with other key centres notably Hong Kong, Paris, and New York. The brief required an integrated content campaign covering traditional and social media channels, sales and marketing. 

Strategy & Execution

We created PR, marketing and sales content for retail operations in all 73 countries. The strategy was to help drive brand mentions in Tier 1 national media as well as supporting sales and marketing in all markets. 

In the first phase, we designed and conducted consumer research on over 20,000 people annually across core markets, covering key areas of personal finances. In the second phase, we used the findings to produce branded reports and sales collateral to help position and build the brand in emerging markets. This required a constant drumbeat of PR coverage which we sustained by producing a 12-month content and media placement programme. 

Result

We produced a wide range of campaign outputs including:

• Over 100 copywritten reports and brochures for use in-branch (sales) and in the media (PR)
• PR and social media content including press releases throughout the year generating around 3,000 pieces of online and print news coverage annually across 20 core media markets. Earned media coverage was 15x greater than the campaign investment. 
• Global roadshows to assist with the internal roll-out of the content programme with important stakeholders including local market MDs, sales and marketing teams. Our campaign helped to drive a 14% increase in branch sales of insurance products.