Franklin Templeton x Mashable ME

Important: this was built as a class concept deck (Group 1), not a produced campaign.

The assignment: build a campaign rationale for why Franklin Templeton should run a women’s empowerment investing push in the UAE, using Mashable ME as the cultural storytelling bridge. The deck calls for bilingual execution (English and Arabic), including bilingual scripts and bilingual landing pages (LPs).

The deck outlines the campaign rationale, the Franklin Templeton + Mashable ME fit, influencer strategy (Noor Stars), sample ad concepts, a channel recommendation, a roadmap, and a budget allocation.

Women are underrepresented ETF investors in the UAE (about 8%), with the deck citing 18% growth over five years, creating an opportunity for Franklin Templeton to link its brand to empowerment and ‘reach for the stars’ through investing.

• Bilingual execution notes: bilingual scripts and running the creative in English and Arabic based on regional dialect.
• Channel recommendation: Instagram, YouTube, Facebook, and WhatsApp are prioritized; the deck explicitly says LinkedIn is not the right primary channel for a B2C (business-to-consumer) women-focused wealth campaign in the UAE.
• Trust proxies: Mashable ME is positioned as the bridge between Franklin Templeton’s empowerment message and UAE women audiences through pop culture, lifestyle trends, and digital storytelling.

Partnership framing: Mashable ME is named as the media partner for Noor Stars’ weekly exclusive podcast episodes.

Concept components shown in the deck:

• Influencer-led approach: Noor Stars as the ‘brand character’ and awareness lead.
• Micro-creator cascade: 6–12 micro creators across segments (Emirati professionals, expat educators, SMEs, moms, tech).
• Two ad concepts: “Reach for the Stars” awareness ad and “Let’s Talk” CTA/lead generation ad.
• Conversion mechanic: WhatsApp CTA via CTWA (Click to WhatsApp) + bilingual landing + compliant scripts.

Distribution notes in the deck: Meta Reels/Stories with CTWA (Click to WhatsApp) CTA (call to action) or email CTA; YouTube in-stream and Shorts; plus the deck argues WhatsApp is key for private 1:1 conversion conversations.

• Rationale + insight: why women empowerment in the UAE and why now (including the ETF stat).
• Partnership logic: how Franklin Templeton and Mashable ME would blend (bridge analogy).
• Budget allocation slide: (including Noor Stars at $50,000 for 3 months).
• Influencer decision slide: Noor Stars as lead + micro-creators + KPIs (key performance indicators).
• Creative concepts and rationale: “Reach for the Stars” awareness and “Let’s Talk” WhatsApp CTA.
• Timing + roadmap: Jan 1 launch; weekly podcast episodes Jan–March; 3-phase roadmap (awareness, consideration, purchase).
• Channel callout: explicitly not LinkedIn as the primary channel.
• Outcome slide: “funded accounts and SIP (systematic investment plan) starts.”

Why Mashable ME (deck framing): Mashable ME brings pop culture, lifestyle trends, and digital storytelling to bridge Franklin Templeton’s empowerment message to modern women audiences.

Measurement and optimization (deck framing): KPIs include VTR (view through rate), CTA rate, CPQL (cost per qualified lead), and booked calls; the ending slide also says to measure and optimize weekly.

• Market analysis: Understanding regional dynamics and audience behavior
• Strategic thinking: Connecting brand objectives with audience needs
• Partnership development: Identifying synergistic collaboration opportunities
• Content strategy: Designing content pillars that serve both education and brand goals
• Distribution planning: Matching content format to platform and audience behavior