The Challenge

Financial trading platforms operate in a highly competitive and commoditised market. To rise above this, CMC Markets needed to differentiate itself from established competitors and elevate its profile beyond product features alone. The challenge was to build brand awareness and consideration among two distinct audiences, Enterprising Executives and Young Professionals, while establishing CMC as a genuine thought leader in market intelligence. Not an easy task when 60% of their existing content was sponsorship amplification, and the rest was hyper-targeted market commentary, that audiences were scrolling past.  So there was a clear need for strategic transformation.

The Idea

Taking CMC Markets brand platform positioning, "For the Achievers", gave us a clear lens for every piece of content that followed. From there, we developed a comprehensive content engine built on four strategic pillars: INSPIRE, INFORM, ELEVATE, EDUCATE.

The strategy prioritised LinkedIn as the primary platform, leveraging platform-native, zero-click formats including short-form video, animated posts, polls, document posts, and serialised original content. The approach included optimising underutilised high-performing content areas, particularly culture and charity support posts, while reducing focus on low-engagement sponsorship amplification and geographically targeted market commentary.

The Work

The content transformation delivered exceptional results across all key metrics.

• Comments surged up 300%

• Video views jumped 162.5%, climbing to a 300% increase

• Engagement rates exceeded 8-15% - against an industry benchmark of 3.5%

• 60,000+ weekly LinkedIn search appearances, driven by blue-chip business interest

More than the metrics, the strategic shift established CMC Markets as a credible thought leader in a highly competitive category. And succeed in building an engaged community of achievers across multiple audience segments.