Digital will be the basis of our differentiation: Shiv Gupta, Sanctum

Coming from the DNA of The Royal Bank of Scotland, Sanctum Wealth Management, a relatively new player in the market, wanted to maintain its sophistication throughout, regardless of what kind of communication went from it. The company roped in Razorfish India as its consultant and digital agency of record earlier this year.

In line with Sanctum’s aim to rapidly expand its digital programme and consumer engagement strategies, Razorfish developed a new consumer website, which is minimalistic, cutting edge and versatile in its experience.

The agency also created a film – titled ‘Our Inner Sanctum’ – that resonated the message Sanctum Wealth Management has for their clients. A message that exemplifies trust, integrity and a collaborative experience in wealth management, which is amplified through their digital platforms, their services and their client approach. The video showcased its real employees in the background, and the corporate backdrop is the actual office where Sanctum works from.

The Results

On an average, the spend time is over 2 minutes per session. 60 per cent of the traffic is from mobile and tablet, followed by desktop. Behaviour pattern on the site is improving day by day, as there is relevant and constantly updated content on the pages for the visitor to engage with the brand.

Agency Speak

Bharatesh Salian, Vice President & Head of Strategy at Razorfish, on the strategy behind the campaign for Sanctum Wealth Management, creation of ‘The Inner Sanctum’ ad film and more.

What is the insight behind the film ‘The Inner Sanctum’?
Sanctum, as a brand, believed absolutely in integrity and discretion in managing their clients’ wealth. The brand delivered superior quality products and services, but, preferred a humble approach. It was important to ensure that this message was conveyed to their clients. ‘The Inner Sanctum’ was able to accomplish that requirement. In the storytelling, Shiv Gupta, CEO and founder of Sanctum Wealth, wanted the brand’s values and beliefs to go hand-in-hand with the experience and expertise they brought to the table.

Please elaborate on the process of expanding the client brief to the final campaign.
It began with Razorfish crafting a motto, ‘Committed to Excellence’, based on the brand’s personality and beliefs. We wanted to ensure that the audience understood everything the brand stood for through that one line. Sanctum – skill and expertise that accepts nothing short of excellence, and strives to always raise the bar, challenging not just competition but themselves.

We had to build the identity of the brand online, from scratch. From building a brand communication plan and strategy to creating their social media properties, we helped in shaping Sanctum’s digital presence.

We created a website that was seamless, with each page linked to relevant landing pages, providing a clean user experience. The audience, being HNI and UHNI viewers, had a distinctive lifestyle. The brand language and visuals were honed to reflect that very lifestyle, ensuring Sanctum’s comprehension of its audiences’ tastes.

The content for their brochure was crafted keeping in mind a language that was ideal for print. The visuals were resonant of the audiences’ lifestyle, yet keeping the overall content informative, interesting and concise, all at once.

The social media profiles we created had posts that piqued the interest of users and also garnered a decent engagement with clients. The content here was tailored to user interests, while keeping them well-informed of what was happening in the wealth management industry.

The film used a narrative, corporate storytelling that had an honest message to introduce the viewer to the brand.

What kind of consumer engagement initiatives did you undertake?
The brand mapped the entire customer journey by interacting and gaining a deeper understanding of their clientele. We understood the target audience and realised that they were a part of a large and varied group and yet the communication had to be tailored to all of them. From the logo to the brand communication, it was all carefully constructed to depict what the brand was made of. We understood what Sanctum’s clients needed and what Sanctum stood for, before creating its digital language.

Additionally, we also conducted activities on Sanctum’s social media properties to engage with the target audience and increase footfalls on the website.

Please share the outcome of the campaign initiatives in terms of share of voice and brand recall for Sanctum.
On an average, the spend time is 00:02:09 per session. Behaviour pattern on the site is improving day by day, as there is relevant and constantly updated content on the pages for the visitor to engage with the brand. In a span of three months, we have approximately achieved 31,000 page views and a click to visit ratio of 55 per cent.

Client Speak

Shiv Gupta, Founder and CEO of Sanctum Wealth Management, on strengthening the brand’s presence in the market, the campaign strategy and more.

What was the brief shared with the agency Razorfish for this campaign?
The fact that a bulk of our existing relationships were transitioned to Sanctum was a reassurance that our clients recognised the value of our association. Our brief to Razorfish was that Sanctum is and must be seen as an energetic new entity committed to preserving the trust of our clients also at the same time, looking to explore and expand our offerings to clients and prospects.

When you say “outstanding results” what does it entail?
We have received some great feedback for the quality of the design work proposed and implemented by Razorfish. Our website, our brochures, and other marketing collaterals are world-class in terms of richness of content and optics. Also, the level of support both from an effort and timelines point of view has been remarkable, however, what stood out was the infusion of our brand across a wide range of touchpoints both internally and externally.

Please share the outcome of the campaign initiatives in terms of business generation and brand recall for Sanctum.
More than business generation, I’d say that the campaign has helped us a lot with business lead generation. The number of prospects we have met with since start has been significant and I am glad that the credibility of our team and the strength of our products have resonated well with clients and prospects. The campaign reassured and solidified our commitment to our clients to grow their business with us.

In the ad film ‘The Inner Sanctum’, you have spoken about “co-creating the brand with the customers”. How do you do that?
Sanctum’s core ethos has been created by extensively mapping the entire customer journey through detailed client interactions conducted over a period of three months. Clients representing a diverse group of people across the country and age brackets articulated what the Sanctum brand ought to stand for. Even the Sanctum logo, our brand, and our strategy are a result of that process as we understood what was important for our clients. As we evolve through our journey, understanding client needs will be the cornerstone of our existence and growth.

How has the campaign helped create differentiation for Sanctum?
Our digital campaign hinges on the use of contemporary technology, tools, and apparatus that signify and underline our commitment to creating cutting edge customer experience. While these are early days of the campaign, we are already able to see people responding favourably to our digital outreach initiatives. Going forward, digital will be the basis of our differentiation strategy and we are committed to preserving quality commensurate with the best practices around the world.

What are the marketing and ad spends allocated for this financial year?
We will continue to focus a lot on our key audiences: employees, strategic partners, media, investors, and clients and are positioned to invest heavily on branding initiatives. Accordingly, we expect our marketing spend as a percentage of total costs to be much higher than industry average.

Going forward, what next is on the anvil from Sanctum?
We are currently in the first stage of implementation of the Sanctum strategy, where we will deliver existing products and services and be on the constant lookout to expand our product portfolio in line with our clients’ objectives and needs. Going digital is a top priority since one of the key determinants of success at Sanctum is how we stay ahead of the curve in the fast-changing digital and social media landscape. We are committed to adopting new technologies which guarantees innovation at every level of internal and external interaction.