abrdn: Boosting global brand awareness with search

Performics @ Starcom

Client: abrdn

Aberdeen Standard Life rebranded with a new identity and brand name: abrdn. As their agency partner during this transformation, we were tasked with increasing brand awareness and engagement among existing and potential B2B clients worldwide.

To achieve this, we developed an organic search strategy to support the brand migration to a website optimised for search engines and user experience, improving Quality Scores and Google's assessment. Our efforts led to triple-digit growth in Q4 organic search traffic globally and a triple-digit increase in the average Google Trends Index for the brand. With this unified campaign, we were able to unlock new growth for this iconic financial brand and surpass many of our set targets!