Case Study: Mitsubishi UFJ Financial Group achieves a global brand awareness lift and increased engagement with LinkedIn Marketing Solutions

Well-executed content marketing campaigns can be the key to changing deep-rooted brand perceptions and building trust with a global audience

MUFG, Japan’s largest financial group with a global network of offices and 150,000 employees, faced fragmented brand awareness after a group-wide refresh: its expertise was split across multiple entities, and international business leaders were not recognising a unified MUFG brand. The challenge was to raise global awareness and engagement outside Japan while preserving perceptions of trust and long-term commitment.

MUFG partnered with LinkedIn Marketing Solutions to consolidate its presence into a single Company Page and run a six-month, highly targeted content campaign (Sponsored Content) focused on trust, financial expertise and innovation. The campaign boosted aided brand awareness by 7%, engaged 27% of potential clients, increased familiarity in Hong Kong and Singapore by 12% and in the U.S. by 7%, and maintained strong perceptions of trustworthiness.

Mitsubishi UFJ Financial Group

Yuki Hayashi

Senior Manager