J.P. Morgan, a global financial services firm, has had a presence in the Middle East for over 80 years, and recognizes the region as a priority market for business growth. Dubai is the key hub from where J.P. Morgan serves clients. In order to increase awareness of the bank's services, and build relationships with clients, the firm opted to sponsor the 2016 Dubai Duty Free Tennis Championships.
Our aim was to use social media channels to amplify awareness of our sponsorship to the local community, demonstrate the firm's commitment to the region, and celebrate the vibrant culture in Dubai. We also utilized the opportunity to share select messages with our followers outside of the Middle East, to emphasize our global presence.
We opted for a multi-platform strategy across J.P. Morgan social media channels where we ran a campaign with both organic and paid media content. Our paid media portion included messages in Arabic targeted from the @jpmorgan Twitter handle to local residents who matched the audience targets of potential clients or influential community members. These messages showcased rich, timely, and relevant content from the tournament, as well featuring unique Dubai scenes and culture, and emphasized our regional history, culture, products, and services.
We integrated new technology into our campaign by launching the @jpmorgan Periscope channel, and performed our first-ever live-stream, featuring the Dubai Tennis Championships Awards Ceremonies for our global audience to tune-in to; as well as sharing an immersive 360-video experience on Facebook and YouTube from the Burj Kahlifa, allowing our followers from around the globe to experience a view of the tallest building in the world. As a global firm with clients and employees around the world, we felt it was important to communicate our story in both English and Arabic for this campaign.
We experienced an overwhelming amount of positive sentiment from our first-ever social media campaign custom designed for the Middle East market. J.P. Morgan messages outperformed all benchmarks across the board for engagement, reach, CPE, CPC, and CPV. Targeted messages on Twitter alone garnered 19x more impressions and 140x more engagements in the region than prior to the campaign.
Our Twitter account also saw a significant increase in followership from the market, gaining thousands of Arabic-speaking followers (from 0% of our followers prior to campaign launch, to 4% of followership post campaign), further amplifying our presence and relevance in the region as users opted to continue to receive more content from our firm beyond the original sponsorship messages.
