Case Study: BNY Mellon Wealth Management boosts brand familiarity 14% and 4x engagement with LinkedIn Marketing Solutions

BNY Mellon Wealth Management - Customer Case Study

BNY Mellon Wealth Management launched a summer 2020 brand-awareness campaign to promote its “good advice makes a difference” philosophy and the Active Wealth framework — a five‑part approach (invest, borrow, spend, manage, protect) for high‑net‑worth clients. The challenge was to reach and engage ultra‑high‑net‑worth LinkedIn users (>$5M investable assets) and demonstrate the firm’s tailored value beyond investment returns.

The team used precise audience targeting with partner Acxiom and a multi‑format LinkedIn Sponsored Content strategy — six‑second vertical videos, carousels and single‑image ads — plus AdEfx measurement to track real brand impact. The campaign reached over 160K members and nearly 1M impressions, with video driving ~4x the engagement of other formats and overall engagement beating benchmarks by 2.5x; AdEfx showed a 14% lift in brand familiarity and 3% increases in ad recall and brand consideration.

BNY Mellon Wealth Management

Allie Manning

Senior Social and Digital Marketing Manager