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CASE STUDY · FINANCE · ORGANIC SOCIAL

Ninety One: 0 to 1,000 organic followers in 3 months.

A digital performance agency, paid on results — organic content strategy for a global asset manager, built on a performance marketing relationship that came first.

1,000

organic followers gained

105%

of target met

Full

organic marketing roll-out

The situation

Ninety One Asset Management is a global investment manager, founded in South Africa in 1991 and now one of the continent's largest asset managers. R17's relationship with Ninety One started as a performance marketing partner, beginning with a proof-of-concept for customer acquisition. From there, the brief grew to include organic content — a different kind of challenge: making genuinely dense financial information hold its own on social media, with no ad spend forcing it in front of anyone. (For clarity: the numbers on this page are audience and engagement metrics — follower growth and marketing target performance — not investment returns.)

The call

Earn attention on financial content instead of buying it.

Organic growth for a financial brand means the content has to work on its own merits — nothing is paying to put it in front of people. So the strategy leaned into making dense financial topics genuinely engaging: informative posts, interactive quizzes, collaborations with recognized financial voices, and commentary tied to real economic events. That approach is what turned into 1,000 organic followers — 105% of target — in just over three months.

The work

Making financial content

worth following

01

Complex financial topics made genuinely digestible

Dense financial information simplified into content people actually wanted to engage with, not just informative posts that got scrolled past.

02

A varied content mix, not a single format

Informative posts, interactive quizzes, collaborations with recognized financial voices, and commentary tied to current economic events.

03

Continuous testing and agile adjustment

Ongoing performance analysis feeding changes back into the content strategy in real time, rather than a fixed plan run start to finish.

04

From a performance marketing POC to an extended organic partnership

R17's remit grew from a paid customer-acquisition proof-of-concept into managing Ninety One's social media and strategizing further campaigns, including the Women and Investing initiative.

The results

Numbers we put on a scoreboard.

  • 1,000 — organic followers gained in just over 3 months
  • 105% — of target met
  • Full organic marketing roll-out
  • Extended into managing Ninety One's social media and additional campaigns, including Women and Investing
Working with R17 has been a refreshing experience. From the start there has been energy and proactive performance marketing. I would highly recommend them. They're accountable, they're on it, detail oriented and the turnaround on a lot of the requests that we had was great, which is important in an agile world.
Alex Ferguson-Korstanje
Creative Marketing Associate · Ninety One Asset Management

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