Case Study: Leading Financial Services Firm achieves double-digit brand awareness lift and increased brand trust with LinkedIn Marketing Solutions

How a leading financial services firm using brand awareness objectives to increase familiarity and ultimately brand trust using LinkedIn's audience targeting and measurement

A leading financial services firm had built an in‑house editorial team to produce high‑quality podcasts and video series but saw little improvement in brand awareness outside the finance sector: after nearly a year of broad content distribution, Nielsen studies showed brand perception remained flat.

Working with LinkedIn and Nielsen, the firm narrowed its approach by targeting non‑finance professionals and split‑testing two content streams—finance thought leadership versus social impact stories—over a quarter. Results showed the targeted strategy drove measurable lifts: the finance content increased agreement that the firm is a source for market insights by 8%, while the social impact content produced a 12% lift in overall brand awareness, demonstrating the value of combining precise targeting with tailored creative.