Financial Wealth Management Enterprise Brand Integrated Marketing, Whole Network Promotion Planning, Resource Integration
Background
In early 2015, Shinerway Branding (Shenzhen) was commissioned for the whole-network marketing campaign of Renren Jucai, a financial wealth-management company. With intensifying competition in internet finance and rising acquisition costs, the platform needed integrated marketing to rapidly grow brand awareness and its registered user base.
Based on analysis of the industry communication environment and user touchpoints, Shinerway built a whole-network strategy anchored on the conversion of exclusive registration links, coordinating multiple media resources for integrated distribution.
Pain Points
Financial products carry high decision thresholds and long trust-building cycles; users are cautious toward unfamiliar platforms, so pure advertising struggles to build trust and converts poorly. Meanwhile, intense competition among similar platforms kept driving traffic prices up.
The client needed integrated marketing covering the full decision chain—brand exposure, content touchpoints and registration conversion working together—rather than isolated placements, with unified coordination across channels.
Solution
Anchored on Renren Jucai's exclusive registration links, Shinerway designed a multi-layer whole-network promotion mix:
1. Opinion-leader reposts: leveraging industry influencers to spread brand information and build initial trust;
2. Pinned posts in popular forums: precisely reaching high-intent investors in finance communities;
3. Homepage slideshow features on industry portals: occupying premium exposure positions to reinforce brand authority;
4. Full-channel content support: parallel Weibo promotion, WeChat official account promotion, forum advertorials, banner ads and news releases to build whole-network buzz.
Deliverables
Deliverables included the planning and execution of Renren Jucai's whole-network integrated marketing campaign, covering Weibo promotion, WeChat official account promotion, forum advertorials, banner advertising, portal homepage features and news release distribution, with coordinated optimization of the registration-link conversion path.
Value
Through whole-network resource integration, the campaign added over 20,000 new registered users for Renren Jucai, pushed WeChat official account reads beyond 100,000, significantly raised brand awareness and directly supported business growth.
This project is a Shinerway Branding (Shenzhen) integrated marketing practice in internet finance, demonstrating capabilities from strategy and media resource integration to full-channel execution, serving financial enterprises with whole-network promotion planning.