At A Glance
About Straits Trading
Straits Holding is a Singaporean conglomerate-investment company with operations and financial interests in resources, property and hospitality. They are one of the largest companies listed on the Singapore Stock Exchange, based on market capitalisation.
About Straits Trading
Launching a New Program with No Digital Experience
When it came to marketing Straits Holding was as traditional as they could be – they didn’t even have a Facebook page. As a holding company, there was little need for digital marketing.
But with their recent launch of a Shareholders Club, they knew they would need to delve into digital to grow it. They launched the club to re-engage with shareholders directly, as opposed to their only communication coming through investor relations, media, or their annual AGM.
If they were going to convince shareholders to sign up, they would need a comprehensive digital solution. With zero background in digital – and with a unique challenge – they had no idea where to start.
They approached Brew to help strategize, launch, and grow their new Shareholders Club.
Initiating a Digital Campaign from Scratch
Website Design & Development
Straits Trading needed a website that spoke directly to their shareholders, clearly communicated the benefits of membership, and made it as easy as possible to sign up. We designed and developed a complete solution from scratch, focusing on a professional feel with effective copy to drive action.
Hyper Targeted Ads Directly Targeting Shareholders
Straits Trading had a unique audience for this project. Because they only needed to target existing shareholders, we were able to employ both a direct and creative strategy. We aimed to be everywhere they were.
We did this by running relevant search ads, retargeting with Google Display ads, running Facebook Ads to existing shareholders, and placing banner ads directly on Straits Trading related forums and websites.
SEO Audit and Improvements
To better attract existing and potential shareholders, we performed a detailed SEO audit on the Straits Trading site. After uncovering some errors, cleaning up the backend, optimizing site speed, and touching up their on-page SEO – we saw dramatic improvements in rankings and traffic.
Sign Up Process Analysis & Improvement
One of the most important steps in the campaign was the Shareholders Club signup form. We knew the form’s user experience was paramount to success. We conducted a comprehensive audit and analyzed each step of the form’s flow to find steps that needed improvement. We identified a few steps with steep drop offs and made recommendations.
Following the audit, we saw significant improvements as 1340 shareholders joined the club.
Multi Channel Lead Generation
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