UBS
Fostering an engaging relationship between the largest private bank and diverse Gen Z
They wanted to increase their brand engagement with diverse audiences.
UBS are a global firm providing financial services in over 50 countries with more than 68,000 employees across the globe. Their pages had a significant following, but little engagement – and that is where we came in. They specifically wanted to increase their brand engagement with diverse audiences as well as broaden the applicant talent pool for graduate programmes.
In order to target the range of applicants they were looking for, we designed a flexible social media strategy to better appeal to a wide range of people – from GenZ’s looking at graduate roles to millennials looking for more experienced positions.
Our strategy started with establishing four pillars for the UBS content – people, projects, programmes and progress. Creating content within these not only brought in a more engaged audience with more value-led content, but also told their audience about the core values of UBS, and what their brand is about. We created assets such as carousels and motion graphics to fit these pillars, allowing them to post consistently.
In order to drive traffic to their channel alongside this, we posted a sponsored carousel titled “Ultimate Guide to UBS” on our page ‘The Banking Bible,’ which is a page devoted to providing financial industry tips to young students. The objective was to educate new and old Banking Bible audience members on who UBS are, what UBS do and other key information in order to generate interest in UBS and drive traffic to UBS careers Instagram page @ubscareers. Following this, we held a giveaway competition on Banking Bible that was linked to the UBS careers page to further increase traffic and boosted this through influencer marketing.
The campaign had a significant impact, and over the course of its run, the UBS Instagram account gained 1.7k more followers, reaching 27,686 accounts and accumulating 25,478 combined impressions.