Nagelmackers

With their specialization in wealth management, accumulation and protection, Nagelmackers caters to a niche market. But they are not the only private banker in the market. So what makes them different? How do they differentiate themselves?

We searched and found the answer: experience. With more than 275 years on the clock, Nagelmackers can call itself the oldest bank in Belgium.

Does that conjure up an image of gray-haired bankers in dusty tailored suits behind antique desks? We could cleverly counter that, because staying young is of capital importance to the experts at Nagelmackers. So they are right on top of all the economic, tax and legal developments and trends.

With that insight, we created a radio spot that completely wipes away the cliché image of the measured private banker in both script and casting.

Listen to the radio spot

In addition to the radio campaign, we developed a digital campaign to score on three fronts with self-employed people and decision-makers in SMEs: brand awareness, website traffic and conversion. In the digital assets, we continued the radio concept and attract attention with images of outdated technology.

Currently, the digital campaign is halfway through. A good time for our team to review the interim results. For the awareness component, we chose LinkedIn and a banner campaign. With a reach of 138,000 people and 1.85 million impressions, we are ahead of schedule. In addition, the CPM is 49% lower than our benchmark.

The traffic campaign runs only on LinkedIn. With 12,005 clicksto the website, we are ahead of schedule here as well. With a click-through rate of 0.64% and a CPC that is solidly below the benchmark, we are also posting great results in this section.

Finally, there is the conversion campaign on LinkedIn and Google Search, which we allocated the largest budget and let run the longest. The conversion we chose for this campaign was to submit a form for an introductory call. Our conversion goal was exceeded in this campaign.

Despite the outstanding results for the various hatches in the first phase of the campaign, we continued to optimize our digital campaign even further.

With a strong increase in overall awareness and specifically within the targeted audience of business owners, we can conclude that the campaign has contributed to the brand awareness and consideration of Nagelmackers. This initial success provides a solid foundation to continue building the Nagelmackers brand, with concrete steps toward an always-on layer and campaign waves in 2025 to get the bank top of mind among key industry audiences.