Promoting Overstone’s data science capabilities and developing brand awareness to build trust with wealth managers.
The Brief
In times of uncertainty, investors are increasingly looking for innovative ways to generate value from portfolios, including art-backed borrowing. In response to this growing market, Overstone wanted to raise brand awareness amongst wealth managers, promoting its ability to risk assess art collections to enable investors to take out loans.
The Challenge
Unprecedented global events and geopolitical shocks have always prompted wealthy individuals to look for more ways to generate value from their portfolios. Overstone offered an innovative solution for investors looking to leverage art collections – historically seen as passion investments – in order to unlock capital. Whilst they had made good inroads into the art community, they needed to reach the wealth managers and financial advisers with access to, and the ear of, high-net-worth individuals who might count art collections as part of their portfolios.
Our Approach
We kickstarted a program of media interviews with influential publications, including The Financial Times and The Wall Street Journal, resulting in top-tier coverage. We were also able to react to relevant breaking news stories, securing commentary for Overstone’s CEO. Once we had built this base level of awareness, we developed a thought leadership article on the “art-backed lending renaissance” as the basis for an integrated campaign, incorporating traditional PR and digital tactics. As well as securing more coverage and interviews, the article was the backbone of a LinkedIn campaign designed to generate new leads to Overstone’s website.
Results we’re proud of
8
pieces of coverage in top tier publications including The Wall Street Journal and The Financial Times
7
interviews secured for the CEO with influential journalists
3,123
new click-throughs to Overstone’s website from one campaign
All in the details
Building brand trust
We designed an integrated program, using traditional and digital marketing tactics to promote Overstone’s unique blend of art knowledge and data science
Reaching key audiences
By using LinkedIn targeting and leveraging relationships with influential publications, we were able to put Overstone front and centre with the wealth manager audience it needed to reach
Promoting expertise
A program of media interviews with key financial journalists allowed us to build relationships for the CEO, providing an opportunity to raise awareness of Overstone’s unique offering
“Aspectus went above and beyond my expectations. Securing interviews for us with The Financial Times and The Economist has really taken our profile to the next level, which we are utilizing heading into a new round of funding.”
Harco van den Oever
Founder and CEO, Overstone
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