CMC Shanti

The Brief: In October 2023, CMC Invest launched in Singapore. CMC’s brand message - Radical Transparency - reflects CMC Invest’s commitment to redefine investing with unparalleled clarity, setting a new bar for user-centric and transparent investing. CMC Invest acknowledges the importance of promoting financial literacy and inclusion, particularly among women who traditionally have been underrepresented in investment circles. To bolster its launch, CMC Invest was looking for a mutually supportive and beneficial ambassadorship and partnership that could reflect and convey its brand goals and values - with radical transparency and unparalleled clarity. Our Approach: Shanti Pereira had just become Singapore’s first women’s sprint champion at the Asian Games, with clinching gold medals in the 2023 SEA Games. We saw an opportunity to further support Pereira; her qualities of discipline, perseverance and commitment are essential on the track and also aligns with investments. Through understanding her ambitions, passions, struggles and achievements, CMC Invest and Shanti Pereira approached the topic through a parallel lens of “Journey”, to express the time, dedication, effort behind working towards career, personal, and financial goals. With the key message of Stay on Track, we inspire customers - especially women - to begin their financial journey, and to put one foot ahead of the other until they meet their financial goals. The Results: While the campaign is ongoing, results have been stellar. 64% higher ad recall rate, compared to past campaigns. Additionally, compared to past campaigns, social media results included: 46% Lower Cost per Acquisition on TikTok 20% Lower Cost per Acquisition on Meta 55% higher Click-through rate The message of female empowerment and financial well-being was well received, and CMC Invest experienced MoM increase in female vs male clients breakdown, with a peak of 30% to 40% during the first 2 months of the campaign.