Behind Finastra’s award-winning B2B social media campaign

An ideal storm of change and alternative

Each profitable marketing campaign begins with a second of realization. For us, that second got here on the intersection of brand name transformation and a quickly altering social media panorama.

As Finastra launched its new positioning, “Innovating Finance Collectively,” we knew it wanted to be delivered to life past messaging decks and inside conversations. It needed to come via constantly throughout each exterior touchpoint, particularly on social media, the place our audiences have interaction with us in actual time. Sibos, the world’s premier monetary providers occasion, offered the right stage to make that occur.

On the identical time, we have been dealing with a big trade problem: social media algorithms have been shifting dramatically. Natural attain for firm pages was declining, with some stories indicating drops of as much as 60% to 66%. Conventional brand-led content material was now not sufficient to seize consideration or drive significant engagement.

This mixture of things pushed us to rethink our strategy. It turned clear that delivering impression would require a extra intentional, audience-first technique. That meant specializing in three key rules: humanizing our model via actual folks and genuine voices, creating daring and surprising content material designed to cease the scroll, and activating our workers as highly effective advocates to increase attain and credibility. With these pillars in place, the muse for our Sibos marketing campaign was set.

Turning a model message right into a dwelling, social-first expertise

The core concept behind the marketing campaign was easy however transformative. As an alternative of speaking at our viewers, we needed to carry them into the expertise of Sibos via folks, tales, and vitality. We constructed the marketing campaign round a social-first storytelling strategy that positioned human connection at its heart. Slightly than counting on static banners or overly polished company visuals, we targeted on dynamic, video-led content material that showcased actual specialists, actual conversations, and actual moments from the occasion.

Two flagship video sequence turned the spine of our content material technique. “60 Seconds at Sibos” delivered fast, insightful takes from trade specialists, making complicated subjects accessible and interesting. “Sibos Shorts” captured the environment of the occasion, providing bite-sized, high-energy content material that introduced the viewers nearer to the motion. A devoted host added continuity and character, guiding viewers via key themes and moments.

To enhance this, we launched a daring artistic component designed to chop via the noise. Fritz, our Finastra mascot, was delivered to life utilizing AI for social content material after which remodeled right into a bodily presence on the occasion as a cuddly canine plush toy. Fritz shortly turned greater than a visible asset. It turned a dialog starter, a social driver, and a logo of the marketing campaign’s playful but purposeful spirit.

Equally necessary was our strategy to advocacy. We acknowledged that in right this moment’s social panorama, credibility is constructed via private voices, and due to this fact, by empowering our workers and senior leaders to share content material with their very own networks, we prolonged our attain in a method that felt genuine and credible.

Collectively, these components created a marketing campaign that felt human, energetic, and distinctively completely different from conventional B2B advertising and marketing.

From idea to actuality: bringing the marketing campaign to life

Bringing this imaginative and prescient to life required shut collaboration throughout groups and a transparent deal with execution excellence. Our social media technique centered on LinkedIn, X and worker advocacy via Oktopost, with LinkedIn as the first channel given its significance for reaching senior resolution makers in monetary providers. Every bit of content material was designed with a particular objective, whether or not to construct consciousness, drive engagement, or encourage assembly bookings at Sibos.

Video performed a number one function, supported by a mixture of carousel posts and picture collections that captured key moments from the occasion. This mixture allowed us to keep up selection whereas guaranteeing consistency in messaging and visible identification.

Worker and government advocacy was a vital part of the marketing campaign’s success. Utilizing Oktopost, we curated ready-toshare content material tailor-made for colleagues throughout the enterprise. We made participation straightforward, participating, and rewarding. Gamified competitions inspired pleasant rivalry, whereas particular version fan kits added a tangible incentive. Coaching periods and ongoing assist helped workers perceive the non-public branding advantages of participation, turning them into assured and enthusiastic advocates.

Fritz additionally performed a central function in bridging the net and offline expertise. At Sibos, attendees may work together with the mascot immediately and take part in a LinkedIn competitors. By taking photographs with Fritz and sharing them on social media, contributors not solely entered to win prizes but in addition amplified the marketing campaign organically. What began as a artistic concept shortly turned a viral second on the occasion ground, driving each engagement and visibility.

Behind the scenes, the marketing campaign was fast-paced and extremely dynamic. Capturing and publishing content material in close to actual time required agility, coordination, and a willingness to adapt. However that vitality was exactly what made the marketing campaign really feel genuine and alive.

Driving measurable impression the place it issues most

The outcomes of the marketing campaign demonstrated the facility of mixing creativity with strategic execution.

By way of worker advocacy alone, we achieved a possible attain of over 1.6 million. Throughout social media, the marketing campaign generated greater than 164,000 impressions and practically 19,000 engagements, leading to a median engagement fee of 8.37%, which considerably exceeded typical benchmarks for B2B social media efficiency. The marketing campaign additionally drove over 2,300 hyperlink clicks, translating social engagement into significant motion, and contributed to a 50% enhance in Sibos assembly bookings in comparison with the earlier yr.

Past the numbers, the marketing campaign succeeded in reshaping how our model was perceived. It confirmed that monetary providers content material could be participating, human, and even playful with out shedding its professionalism. It strengthened our reference to our viewers and created a way of momentum that prolonged past the occasion itself. For the workforce, essentially the most rewarding final result was seeing our concepts come to life and resonate so strongly with each inside and exterior audiences.

What this implies for the way forward for B2B social advertising and marketing

This marketing campaign strengthened a basic reality about trendy B2B advertising and marketing. Natural social media is a strong channel, however success requires fixed adaptation. We realized that staying near platform modifications and being keen to experiment is important; what labored yesterday could not work right this moment, and the power to check, be taught, and scale shortly is a key aggressive benefit.

Maybe crucial lesson was the impression of human-centered content material. While you put actual folks on the coronary heart of your storytelling, you create authenticity, belief, and connection. That’s what drives engagement in right this moment’s social panorama.

For B2B entrepreneurs seeking to be extra artistic, the recommendation is easy. Begin. Determine the voices inside your group who can carry your message to life. Put money into top quality video content material whereas sustaining a balanced mixture of codecs. Construct content material sequence that your viewers can stay up for. And most significantly, have the braveness to suppose otherwise. As a result of in a world the place everyone seems to be competing for consideration, it’s the manufacturers that really feel human that really stand out.

Uncover the 2025 B2B Marketing Innovation Awards. Discover the successful manufacturers and the standout campaigns that set them aside.