Charles Schwab
Project & Client Overview
Charles Schwab offers a wide range of financial services to individual investors, including brokerage services, investment advisory, retirement planning, banking, and wealth management solutions. I was asked to put together a paid LinkedIn campaign specifically targeting audiences for Schwab’s retirement and long-term savings plans. I advised them to break the campaign up based on three audience subsets and to include A/B testing utilizing different copy treatments.
Considerations & Challenges
Same Idea, Different Messaging
By breaking out the various audiences, I was able to create a content strategy that could specifically target each subset meaningfully. Implementing A/B testing allowed for varying headlines and messaging types for which we tracked metrics and ultimately presented an ongoing approach for the client.
LinkedIn Campaign Plan
