MEDIA RELEASE: May 18 2022: MESH Experience has been shortlisted in the prestigious Marketing Society Awards with its client Fidelity International. They entered the Successful & Effective Partnerships category with their case study called Thelma & Louise: Fidelity International and MESH Experience together on the marketing road trip.
The Marketing Society Awards set the standard for marketing excellence in the UK and have been widely recognized as the leading marketing awards organisation since they were first launched in 1985.
The case study entered demonstrates how, Jet Cooke, Marketing Director, Fidelity International, and MESH Experience embarked on a journey together to transform the investment brand, breaking category norms and generating phenomenal revenue growth.
The scale of the task was daunting. There was a clear protocol for advertising investments with rate-led advertising, in the press, around year-end using a serious tone of voice. To disrupt this thinking, Fidelity International needed strong evidence, in the form of data. They also needed impartial evidence to report to the C Suite and an approach that all internal stakeholders and external partners would buy into. MESH Experience worked with Fidelity International in a 4-year partnership using innovative real-time experience research. The approach looks through the customers’ eyes to capture every brand encounter “in the moment”, meaning that every stakeholder, whether creative, media, PR, or CRM, can see how their work fits into a customer’s life.
The research program meant there was nowhere to hide from the results! But the results and the difficult conversations they facilitated at the implementation level to make positive change, have allowed Fidelity International to innovate with confidence and gain the complete trust of the board.
The results were transformative! The Fidelity and MESH Experience partnership has contributed to stunning business performance. Sales have increased by 350% in two years! ROMI increased considerably and new customers grew by 136%, demonstrating the benefits of a partnership that helps put the customer at the heart of business decisions.
MESH Experience Founder and CEO, Fiona Blades, commented, “I’m very proud of the partnership we have with Jet and Fidelity International. It is always rewarding to see insights being used to take transformative business decisions. It takes a brave client to embrace research, where there is nowhere to hide from the results, and Jet did just this!”
Head of UK Marketing for the End Investor at Fidelity International. Jet Cooke said: “The MESH Experience insight has enabled us to use emotionally led advertising to create a real point of difference within the market. The investment sector often adopts rational style advertising, and so we wanted an approach that would provide both traditional metrics and emotional responses to make a case for change.”