Deepening trust through thought leadership

Challenge

City Investments Company, then a boutique finance house, had grown its top line by over 300% in 3 years, been ranked as the second-best finance house by Ghana Club 100, and had expanded its operations beyond Accra. The firm was flourishing and thought it was time to engender trust in order to increase the chances of repeat business as well as recommendations.

Big Idea

Let’s go beyond having an opinion.

Action

We created the FactStation, a monthly article that offered City Investments’ expert insights on relevant, current financial and economic issues.

We identified an editor within a reputable international news agency and worked alongside him and City Investments to identify topical issues, generate content, and publish these articles on a monthly basis.

Ahead of the first few publications, we used intriguing advertisements to direct our targets to the publications. The advertisements demonstrated how, without receiving factual information from FactStation, popular perceptions about finance or the economy could be misleading.