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UTI Mutual Fund gains traction with new content hub

UTI Mutual Fund launched BeSwatantra.com — a content hub that features engaging videos, articles on topics around investor education. The content hub garnered over 70 million impressions in just three months. It helped them connect with new audience and drive traffic from premium publishers

BestMediaInfo Bureau | Mumbai | June 20, 2016

BeSwatantra

UTI Mutual Fund, a pioneer in the Indian mutual fund industry, has launched BeSwatantra.com -- a content hub – to reach out to investors. The hub features engaging videos and articles on topics around investor education.

Apart from using media such as display networks, social media and traditional publishing houses to target the young audience, UTI incorporated content marketing into its outreach strategy.

UTI manages investments of over 10 million Indians. With assets under management of over Rs1 lakh crore ($18bn), it is one of the most trusted wealth managers in the country with a Brand Equity Index score of 2.9, as per the Nielsen syndicated research of 2015-2016.

The challenge for the company was to get millennial investors on board. It was looking for a way to create awareness and drive sign-ups for their Systematic Investment Plan (SIP) and so the idea of BeSwatantra.com came up.

Video is something that has been growing largely in the country, hence UTI Mutual Fund decided to produce stories that had a genuine message that people could relate to. The content, conceptualised by UTI Mutual Fund, garnered as many as over 70 million impressions in three months with a conversion rate of 4.3 per cent, 78,000 clicks/visits and over 3,500 leads.

The videos were followed by an article on the benefits of their SIP and a SIP Calculator, which allowed visitors to select their goals and automatically calculated the monthly investment amount required to achieve them.

Working with Outbrain allowed UTI Mutual Fund to reach audience who were browsing content on premium sites such as The Hindu, IBN Live, The Indian Express and FirstPost, and were likely to be interested in the concept of SIP and most importantly the videos. With a reach of over 100 million monthly unique visitors in Asia Pacific alone, Outbrain helped UTI Mutual Fund connect with new audience and drive traffic from premium publishers.

Speaking about the campaign, Kaushik Chakraborty, Senior Vice President, Digital Marketing and Online Sales, UTI Mutual Fund, said, “Outbrain has really helped us tell our story in the Indian market. Through Outbrain, we are able to see what content works, what doesn’t, and we can get very smart with the money we invest to amplify our content. Over the course of the campaign, Outbrain proved to be one of the most efficient drivers of engaged audience and leads to our content by allowing us to distribute videos efficiently and at scale, knowing links to our content would appear across a premium, brand safe environment. The post click engagement data showed clearly that audience coming from Outbrain were highly engaged and came with a real intent to consume the content.”

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