HSBC partnered with Vested to launch its new payments narrative with an international campaign approach that demonstrated both their global strength and local relationships. Unifying markets around the world the campaign needed an international position with the ability to flex locally.
Acknowledging the challenges of securing financing and ensuring growth in a post-pandemic, rising-inflation world, Vested developed a campaign that was both human-centric and data-driven. It drove impact by tapping into the inspiration, personal experience and influence of entrepreneurs, broadcasters, academics, and industry champions. Reaching the target audience of the MME C-suite by connecting them with influencers they recognise as inspiring and impactful on their business ambitions and key issues such as innovation and sustainability. The global message of HSBC as a forward-thinking holistic partner for MMEs was magnified in local markets.
Vested coordinated an integrated global influencer campaign with an applied local lens across 14 key regions via connective, engaging content and conversations – bringing-to-life the barriers and opportunities mid-sized businesses face today through content creation and amplification.
The campaign was launched to a combined audience of 600k followers across HSBC and social media influencer channels. It achieved media coverage in more than 50 publications across 14 markets and launched with a Bloomberg exclusive. Alongside media and blog content, five videos and other supporting assets were activated within an eight week time-period across multiple internal and external digital channels. Total impressions exceeded seven million.