In 2020, Capital Group, an American group with a worldwide presence and one of the largest pension fund management organizations, called on Maison Moderne’s Brand Studio to promote its international expertise to SPC+ and SPC++ targets.
In order to meet Capital Group’s needs, Maison Moderne favoured an approach based on the co-creation of dynamic and high value-added content, using a strategy based on native advertising, offering the possibility of benefiting from the reach of its Paperjam + Delano business ecosystem.
The podcast format was chosen in order to create a narrative context to decode and make accessible seemingly complex subjects. This format also made it possible to humanise each subject and create a real space of intimacy with the target audience over the long term. In order to multiply the touchpoints and the narration modes, each and every podcast was accompanied by an article enriched with graphic elements and amplified through a feature combining native advertising and push display. A dedicated heading in the “Expertise” section was also created to host all the content and make it more easily accessible.
As our target is very specific and increasingly difficult to reach, I am pleased that together with Maison Moderne we have succeeded in implementing a high value-added multi-channel content strategy that will allow us to engage our target over the long term.
In view of the success of the “Investing for the long term” series, with 2 seasons, 20 episodes and more than 22,400 minutes of viewing to date, the feature was presented at the Native Advertising Awards 2023, an international event organised by the Native Advertising Institute, which brings together the “crème de la crème” every year in Copenhagen.