Mashreq Masterclass (part of The Art of Not Selling) reaches 11.3 million views, says Campaign Middle East

Mashreq Masterclass (part of The Art of Not Selling), made by Almost Impossible for Mashreq, reached 11.3 million views, according to Campaign Middle East.

The story

Corporate banking audiences are small and hard to reach, and, as the case study puts it, CFOs rarely seek guidance from advertising. The brief for Mashreq was about access to those CFOs, not awareness of the bank.

We made Mashreq Masterclass (part of The Art of Not Selling), a series of unscripted conversations in which CFOs and financial decision-makers spoke to each other about guiding their businesses through complexity. There were no scripts, no product demonstrations and no sales agenda. Around the long-form episodes, Mashreq ran executive quote cards, short-form edits and LinkedIn polls.

The case study sets out separate six-month results, including a 98% view-through rate, an 87% LinkedIn engagement rate, 42% growth in the C-suite audience and 11K+ poll interactions. Mashreq also recorded a 23% increase in inbound Corporate Banking enquiries.

Why it matters

11.3 million views counts reach. The case study's audience measure is the 42% growth in the C-suite audience. Campaign Middle East's report gives the view count a source beyond our own case study.