HSBC – Topic & Narrative Strategy

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The Brief

PinPoint Media (PPM) was tasked by HSBC to develop a data-driven thought leadership strategy. PPM was to collate data from HSBC’s social and digital touchpoints, using this to identify key audience segments. They would then perform content and sentiment analysis to develop data-driven content strands to guide the editorial narrative of the thought leadership series. The overall aim was to ensure HSBC’s content resonated with its target audience and met their needs.


The Challenge

PinPoint Media’s approach began with keyword development, using these to collate data and segment audiences into “tribes”. The data was evaluated using AI to identify topics, narratives, influencers, and sentiment trends. The AI analysis considered factors like trustworthiness and authenticity. This informed the creation of a content strategy, presented in two phases, with the final phase incorporating feedback from HSBC. The strategy was supported by ongoing optimisation, KPI analysis, and reporting.

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The Outcome

PinPoint Media’s AI-powered tech stack (CoreAI) delivered a deep data analysis to understand HSBC’s audience demographics and their preferred channels of engagement. The analysis reveals the key topics of discussion per segment. There were over 93k total posts, with a media reach of over 309 million and 94 billion social impressions, demonstrating the vast amount of data analysed by CoreAI. HSBC can now leverage these insights to tailor their brand narratives and content strategies to effectively engage with their target audience, addressing their concerns and aligning with their interests. The strategic recommendations provided, such as maximizing brand positioning through alternative channels and developing authoritative voices through branded videos, can help HSBC improve brand awareness, reach new audiences, and ultimately drive business growth.

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