Nedgroup Investments sought to target a younger investor, whilst ensuring we did not alienate existing clients. We developed a concept simply called #NEDTALKS, inviting key spokespeople to join us in conversations about money and learning's in life. They were selected as influencers within what we termed 'tribes', quite simply like minded consumers engaging through a series of events in selected venues throughout the capitals of South Africa. Small and intimate to stimulate conversation, this was then used as content and amplified through digital channels as live streaming talks, social media content and P.R.