Let's Talk

Let's Talk

HSBC, GenZ Comms Strategy

PinPoint Media (PPM) partnered with HSBC to craft a cutting-edge, data-driven thought leadership strategy, ensuring the bank’s content resonated with its diverse audience segments and addressed their evolving needs.

Creative Strategy, Market Research

The Brief

HSBC sought to refine its thought leadership series by leveraging data from its social and digital touchpoints. The goal was to better understand its audience, create meaningful connections, and position itself as an authoritative voice in key areas.

The Challenge

PPM deployed a meticulous strategy, powered by its proprietary AI tool, CoreAI, to analyse vast amounts of data and derive actionable insights:

Audience Segmentation
Using keyword development, PPM segmented HSBC’s audience into distinct “tribes” based on their behaviours, preferences, and engagement patterns.

AI-Powered Analysis
CoreAI processed over 93,000 posts and identified key narratives, influencers, and sentiment trends across the digital landscape. The tool also evaluated factors such as trustworthiness and authenticity to ensure HSBC’s content would resonate effectively.

Content Strategy Development
Insights from the data analysis were used to craft a comprehensive content strategy in two phases. This included feedback loops with HSBC to refine the approach and align the narrative with brand objectives.

Ongoing Optimisation
Continuous performance monitoring, KPI analysis, and reporting ensured the strategy evolved in real-time to maximise impact.

The Outcome

The campaign yielded significant insights and opportunities for HSBC to enhance its brand positioning and audience engagement:

  1. Over 309 million media reach and 94 billion social impressions highlighted the extensive scope of the analysis.

  2. By segmenting audiences and identifying key discussion topics, HSBC gained a clear roadmap to address their audience's needs and concerns.

  3. Strategic Recommendations:

    1. Leveraging alternative channels to maximise brand positioning.

    2. Developing authoritative voices through branded video content to build trust and deepen connections.