As investment became one of the main talking points of financial health and the awareness regarding investment peaked, PMB Investment decided to further embrace the digital world and establish a firm presence at various social media platforms. Already an established Islamic Fund Management Company and one of the top Unit Trust companies, PMB Investment passed the baton to CODIUM in the task of boosting their reputation and generating more leads online.

The Workhorses

Project Manager: Khalid Amir Hamzah
Writers: Izzat Nizar & Alea Adzhar
Video Producer: Khalid Amir Hamzah
Designer: Syauqina & Azmi
Programmers: Yaakob, Fikri Ibrahim & Liyana Kayor

Obstacles

1. Restrictions in Creativity
   Due to the fluctuation nature of Investment, we were unable to produce posts that will reflect PMB Investment’s ability in managing investment funds.
2. Economic Implications
   One of the hardest rocks to fall on our lap: the economic downturn has produced a significant drop in people’s sentiment on investment. What follows were harsh comments and a significant drop in content performance.

The Game Plan

As investment became one of the main talking points of financial health and the awareness regarding investment peaked, PMB Investment decided to further embrace the digital world and establish a firm presence at various social media platforms. Already an established Islamic Fund Management Company and one of the top Unit Trust companies, PMB Investment passed the baton to CODIUM in the task of boosting their reputationThe main objective was to create awareness among the audience on the importance of investment and to influence the audience to consider PMB Investment funds through various modes of content strategies. To assist in gaining leads, we also developed a platform for the sales team through the creation of an Online Sales Lead Management System (OSEM). and generating more leads online.

1. Restrictions in Creativity
   Each post was written with a careful consideration of audience’s motivations:
   
   Awareness – To educate the audience on the importance of investment and introduce them to basic investment instruments in Unit Trust.
   
   Consideration – Provide jargon-free wealth management information and comparison with other types of investment.
   
   Favourability – Establish PMB Investment as a leading fund management company with proven track records and unique advantages.
   
   Action – Direct audience to PMB Investment’s website for further advice and guidance from their personnel as well as to OSEM for the first step in investment.
2. Audience Segmentation
   The contents were further specified to suit all 3 sections of our target audience;
   
3. Real-time Marketing
   We also created content based on current happenings or issues to produce meaningful interactions, completed with supporting statistics or facts.
4. All Around the Brand
   We produced live coverages on the company’s events as well as achievements to establish PMB Investment as a recognisable and reputable brand. Apart from that, we also produced product-related videos – creating short videos regarding the unique characteristics of PMB Investment’s funds and investment instruments.
5. Mobile App (OSEM)
   OSEM was developed with a clear objective in mind, to gather leads and to assign them to available agents respectively. It produced a seamless process for both the users and the agents. The app also includes a unique feature with an auto re-assignation of leads if the lead was not accepted by the assigned agent in the period of an hour.
   
6. PM BRO
   A series named PM BRO was produced as part of PMB Investment’s digital marketing initiative. This video series was planned to diversify contents produced with brand new exciting episodes that revolve around a persona.
   The series was created to portray a more laid back approach for PMB Investment in attracting potential leads.
   
7. Campaign & Advertising
   We produced a thorough advertising effort throughout the period to enhance PMB Investment’s brand image. Two campaigns were also devised; Teka Irama Merdeka – held in August in conjunction with the Independence month. For this campaign, participants were required to guess old Merdeka songs. Additionally, a New Year Giveaway campaign was also conducted – held from December to January where participants were required to provide their financial resolution and achievements. Both campaigns were held to increase engagement rate among the audience as it is an effective strategy to portray PMB Investment as a strong brand.