Investment fund marketing
Millbrook Group is an Australian alternative asset manager, offering clients investment opportunities for over two decades. Their primary focus is investing in mortgages and private credits secured by property, providing investors with dependable and attractive returns.
At Better, our mission was to develop a comprehensive brand strategy alongside a visual brand refresh that aligned with the appeal of Millbrook Groups’s investment products. Their ambitious objective was not only to raise awareness of their relatively unknown brand, but to also attract new investors.
Understanding Millbrook Group's audience
Our strategy centred on insights into Millbrook Groups’s target audience — investors nearing or already in retirement. These individuals are looking for reliable investment solutions that provide strong returns, financial security and consistent income to support their lifestyle in retirement.
Having worked hard to build a secure future for their families, these investors now want to safeguard their wealth while enjoying peace of mind. For them, secure investments are critical to ensuring long-term prosperity and achieving a comfortable, worry-free retirement.
"Working hard to enhance the value of your hard work."
Creating an impactful campaign meant focusing on Millbrook Groups’s strengths: two decades of expertise, a trusted partnership approach and a relentless pursuit of strong returns with robust investment security.
These qualities resonate deeply with their audience, recognising that the lifetime of hard work of their clients deserves nothing less. We summarised this brand philosophy with the essence:
“Working Hard To Enhance The Value Of Your Hard Work.”
Bringing Millbrook Group's vision to life
The new brand strategy guided the development of a refreshed visual identity that connects with Millbrook Groups’s audience. Our design work incorporated a new graphic element derived from their logo, introduced fresh photography and expanded the colour palette beyond the traditional ‘blue’ commonly used in the financial industry. These changes helped distinguish Millbrook Group from competitors, and gave their brand a modern and approachable feel.
These visual updates formed the foundation for their advertising campaigns. We rolled out the new brand elements across all media channels and developed a strategic media plan to ensure the campaign reached the right audience. Additionally, we designed a campaign landing page optimised for conversion, turning visitors into investors.
Deliverables & results
Our work began with a keyword analysis to assess market trends and competitor dynamics, providing the foundation for a comprehensive brand and communication strategy.
From there, we developed a visual brand refresh and new creative campaign concepts. We crafted the media strategy based on our extensive experience in financial services media and a clear understanding of what would deliver the best outcomes for Millbrook Group. This strategy guided the execution of digital campaigns across Google Search, Google Display and Google Remarketing platforms.
Within just two months, the digital campaign generated over 1.2 million impressions, over 37,000 clicks and over 500 conversion actions from visitors interested in Millbrook Group’s fund. Conversion we tracked in the campaign included actions such as the download of an investor registration form, calls to the sales team, emails and enquiries submitted through the website.
Let’s work together
Our expertise in financial services marketing, combined with a deep understanding of client needs, allowed us to deliver a tailored solution for Millbrook Group. If you’re looking to build your brand, drive engagement and achieve measurable results, let’s explore how we can deliver success for your business.
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