Futu taps real investor stories in new brand push

Futu Securities has launched a new campaign featuring financial influencers sharing real user stories, building brand trust and reinforcing Futu as a reliable investment platform for Hong Kong investors.

Launched in mid-October, the “Smarter your money” (聰明人賺聰明錢) campaign is a collaborative effort led by Futu's global branding team and local Hong Kong marketing team, who own creative vision, brand strategy, and campaign direction from end to end.

A spokesperson from Futu told MARKETING-INTERACTIVE that the campaign is designed for the mass market with a custom twist across varied segments. “Futu welcomes all investors regardless of experience - from entry-level beginners taking their first step into investing, to seasoned experts seeking advanced tools and insights. Futu is built to serve every type of customer with tailored solutions that grow alongside their investment journey."

Leveraging authentic client testimonials and word of mouth, high-production real-user films shot at recognisable Hong Kong landmarks convey safety and reliability to audiences, strengthening Futu's market leadership in Hong Kong.

To extend its reach, Futu has partnered with widely followed key opinion leaders including Siu Sze (小斯), Chincongc (千頌C) and Alex Wong (黃國英). When a key opinion leader has genuinely used the platform for over five years, their testimonial carries more weight than a standard endorsement, according to the spokesperson.

These are investors who have experienced the same market volatility as the audience and chosen to stay, and that shared experience seeks to create an immediate connection. Audiences see themselves in these stories rather than a sales pitch, and the authenticity seeks to remove scepticism and replace it with relatability.

Rather than asserting that Futu is trustworthy, the campaign lets real users show what they believe and why, making it feel less like advertising and more like a recommendation from a friend.

To promote the campaign, Futu has adopted an integrated mix of out-of-home advertising, television commercials, key opinion leader partnerships and social engagement campaigns, along with targeted online advertising through YouTube, Meta, Google and demand-side platforms (DSP).

This full-funnel approach reaches all audiences across every possible touchpoint, reinforcing that Futu is here for all kinds of customers, whether they discover the brand on the street, in their social feed or through community-driven content.

Joe Yu, chief marketing officer, Futu Securities, said: “At Futu, we believe every investor can be smart with their money. We are determined to provide a one-stop, secure platform that empowers all types of investors - from those making their very first trade to professionals managing complex portfolios. We are here to serve, to simplify, and to stand by every investor on their journey to smarter wealth.” 

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