A targeted LinkedIn campaign that combined sector expertise, audience segmentation, and creative testing to exceed performance benchmarks.
The Brief
Murex wanted to increase awareness of its energy and commodity trading and risk management solution among senior decision-makers across trading, finance, treasury, and risk across the energy, commodities, and financial services sectors in Europe and Africa. The campaign needed to communicate complex capabilities clearly while engaging audiences operating in a rapidly changing commodities market environment.
The Challenge
Promoting sophisticated trading and risk management technology needs more than broad awareness activity. Murex needed to engage distinct audiences across the energy and financial services sectors, each with different priorities, challenges, and decision-making drivers.
At the same time, the campaign launched against a volatile market backdrop; conflict in the Middle East disrupted energy markets globally, increasing pressure on trading and risk management. The challenge was to create messaging that remained credible and commercially meaningful while ensuring campaign activity resonated with senior decision-makers across trading, operations, and risk departments.
The Approach
Combining deep capital markets and paid media strategy expertise, we developed a LinkedIn campaign designed to engage highly targeted audiences across Europe using video formats. Working closely with our Capital Markets team, we used sector insights and market intelligence to refine messaging and ensure relevance throughout the campaign.
Activity was segmented across two key audience groups: banks and commodity trading businesses. Tailored messaging was aligned to their specific business priorities and challenges. To maximise engagement, the campaign promoted both video and animation assets, enabling creative A/B testing and continuous optimization. This combination of audience targeting, market understanding, and creative testing delivered strong engagement and awareness outcomes.
Standout stats
9k+
Video views generated
40%
Top end of benchmark video view rate
300x
Higher than benchmark video completion rate
All in the details
Sector expertise
Working alongside our Capital Markets specialists ensured campaign messaging reflected market realities and remained relevant throughout a volatile period for energy markets.
Audience segmentation
Distinct audience groups received tailored messaging aligned to their priorities, creating greater relevance among trading, operations, and executive decision-makers.
Creative optimization
Video and animation assets were deployed simultaneously, enabling A/B testing and continuous optimization to maximise engagement and campaign performance.
“By combining deep sector expertise with targeted campaign execution, Aspectus helped us engage the audiences that matter most and exceed performance benchmarks.”
Pryscila Galvez
Traffic Acquisition Analyst, Murex
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