ANZ Banking Group Ltd: ANZ retail shareholder campaign

Banking and financial services company ANZ created a content marketing strategy centred on a newsletter encompassing articles, videos and podcasts to communicate with its global retail investor base.

Campaign details

Brand: ANZ Banking Group LtdBrand owner: ANZ Banking Group LtdAgency: ComputershareMarket: Australia,New ZealandIndustries: BanksMedia channels: Content marketing, Direct marketing, Email marketing, Online video, Radio & audioBudget: Up to 500k

Executive summary

ANZ has content marketing strategies, outside the broader marketing function, aimed at building the brand's reputation in the business community, among policy makers and government, academia, the corporate world and investors. Since 2014, this has focused around bluenotes1 – the bank's online thought leadership magazine.

However, while professional investors receive direct engagement...

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