17Capital came to Klein & Sons with a problem:
Their flagship event - the Annual General Meeting - was fast approaching and their first big virtual event of the pandemic had not gone to plan.
Could we deliver a world-class event that would be a great experience for guests and presenters alike?
In short:
Yes.
The AGM was an overwhelming success, leading to further half-year updates in 2021 and 2022, and a return to the format for the 2021 AGM. And, despite travel being possible again, for 2022 we are planning a hybrid event.
17Capital Annual General Meeting - Live webcast
The experience of the AGM was so positive that 17Capital approached Klein & Sons to lay out a broader video strategy that would help them across three goals:
solidify the brand
educate the market
update their investors
solidify the brand
We set out to tell 17Capital’s story to a wider audience, and importantly, showcase the people and values that have made them so successful.
Featuring multiple interviews, from the founders through a broad selection of the team, we tell the Story of 17Capital in a way that feels right for their brand and what they stand for.
The Story of 17Capital
educate the market
Being a new approach, 17Capital’s offering is not always immediately understood, even by those in the industry.
If people DOn’t understand the VAlue,
they won’t invest.
We created a short and digestible guide to portfolio financing which they could share with the market. Using voiceover and graphics "Portfolio Financing” explains the concepts in a clear, straightforward and engaging way.
Portfolio Financing - Explainer
update their investors
With travel and in-person meetings off the table, and zoom fatigue setting in, 17Capital needed more convenient ways to check in with their investors and update them.
CAMPAIGN 1
Short video “SnapShots”, featuring two or more of the team were sent out via email at regular intervals. Short and to the point, this ongoing campaign puts the 17Capital team in front of their investors from the convenience of their own inbox. EASY.
CAMPAIGN 2
For discussions around more complex strategies and market trends, we developed a quarterly webcast with scope to explore these topics in more detail. Available live or on-demand, these “InFocus” sessions took advantage of the secure platform and interactive tools we used for the AGM’s and half-year updates. This added security meant that participants were free to dig into the details and viewers could answer surveys and ask questions. SECURE.
“Our open-rate on the email campaigns were our best ever.”
”The click through to the videos...
we’ve never had engagement like that before.”
Quick Cuts - Educational Series
EDUCATE THE MARKET
CAMPAIGN
We created an ongoing series of short videos called “QuickCuts”. In each video a representative of the 17Capital team answers a pertinent question, guiding viewers through the company’s unique approach and strategy.
These videos are sent out regularly as part of an email campaign, helping to maintain their position as leaders in the private equity space.
Results
17Capital saw a huge increase in engagement from their investors, directly attributable to the video content.
The strength of their offer, and their commitment to educating the market about the scope of opportunity has recently led to the largest debut private credit fund raised globally since 2009.
At $2.9bn, the credit fund is one of the largest debut funds ever raised.
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Some of our Financial Industry clients
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