LU Global is a mobile investing application that provides users with access to exclusive and curated investment products that are typically only made available to private banking clients, making sophisticated investments more accessible. They belong to Chinese parent company Lufax, a leading online finance marketplace with 40.35 million registered users on its platform, 11.17 million active investors and a $18.5 billion valuation. They are also part of the world’s largest insurance company, Ping An Group. To set the brand apart, we built a strong impact strategy through financial literacy and motivational content to inspire trust and confidence in consumers. We also gave the brand a more relatable, human facet through storytelling around the LU Global team and values.
Our Brain Juice Approach
Our engagement with LU Global started in November 2018 for the Singapore FinTech Festival 2018. During this time, we managed content marketing in the lead up and at the event.
This period was accompanied by an unprecedented 187% increase in engagement and 249% increase in consumers engaged. Following this, we began a 3-month long content marketing retainer with the brand. In this period, we reached 1 million consumers with more than 1.5 million impressions created. The brand then renewed their contract with us for another 6 months and we managed to achieve their goal of 10,000 followers on Facebook within 3 months, maintaining an engagement rate of 7.42% on Facebook and 5% on Instagram, far ahead of the industry and platform averages. Our work with LU Global has included branding, content marketing consultancy and strategy, content creation (video, infographics, illustrations, animation etc) and digital marketing (Facebook ad campaigns, organic boosting on Facebook and Instagram).