Boosting global brand awareness with search

Performics @ Starcom

Client: abrdn

Aberdeen Standard Life, a company with a history dating back to 1825, recently underwent a global rebrand, complete with a new identity and brand name. Their Investor and Adviser product vectors operate in a relatively niche B2B environment, where the competition in search is fierce due to the mixed search intent.

As their agency partner during this transformation, we were tasked with increasing brand awareness and engagement among existing and potential B2B clients worldwide. To achieve this, we developed an organic search strategy that supported the migration to the new brand identity and helped generate new B2B leads and reach growth targets for 2022. The first step of abrdn’s digital transformation was a managed migration to a website optimised for search engines and user experience, aimed at improving Quality Scores and Google's assessment. With the new site localized to launch globally across 26 markets in 2022, there was significant potential for worldwide growth. Focus on B2B prospects led to tremendous growth for abrdn with a triple digit growth in Q4 organic search traffic globally and a triple digit increase in the average Google Trends Index for the brand. With this unified campaign, we were able to unlock new growth for this iconic financial brand and surpass many of our set targets!