Project

Profile building for a fintech brand

Overview

Comprehensive digital marketing campaign to effectively target niche markets
Consulted on book positioning to leverage gap in market
Instrumental in raising awareness for the brand and its senior team

Approach

For Francesco Filia, founder and CEO of the pioneering fintech company Fasanara Capital, the goal in publishing a book was to create awareness of the authors’ brand and their roles in the wider fintech market. Adopting an informative approach, Francesco co-authored The Future of Finance with Daniele Guerini, the brand’s Head of Origination, leveraging their extensive experience in fintech lending to provide insider insights, explain complex financial concepts and predict future trends. A professional and thorough approach to the book’s development and launch was required. Whitefox took care to consider the book’s positioning in its niche market, which fed into both the editorial and design process, in addition to how it was brought to its readership.

Challenge

The challenge was to create a book that would serve multiple purposes: act as a piece of thought-leadership, function as a marketing tool for Fasanara Capital, and build the profiles of the authors. The book needed to explain complex financial concepts, predict future trends and highlight the transformative potential of fintech lending, all while being accessible to a wide audience ranging from industry professionals to interested laypeople.

Results

We ran a focused marketing campaign using digital advertising to reach relevant organisations and professionals in the fintech lending space. Selecting the channels most appropriate to the book’s subject matter, including Amazon and LinkedIn, ads were carefully targeted to put the book in front of both potential investors and readers with a demonstrated interest in finance, tech and business titles. We also worked with the authors to support their efforts in maximising the book’s exposure amongst their own networks, ensuring excellent levels of awareness were achieved across the board.

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