Where expertise meets scale: Connecting professional investors to indexed investments
The Challenge
UBS Asset Management is one of the top ten asset managers in the world, with 1.7 trillion dollars under management. Their clients are a specialist sector of professional and institutional investors. This organic and paid social campaign on LinkedIn is for a class of investments called ‘passive’ or ‘indexed’ funds. These are typically low-cost and managed by algorithms, compared to ‘active’ investments curated by fund managers.
A challenge for UBS AM is that they are perceived as more of an 'active’ asset manager. There is generally low awareness and low salience of UBS AM as an ‘indexing’ manager in many markets. This is a problem because it is a significant and growing part of their business. It also flies in the face of the facts: they are the largest indexing manager in Europe, were one of the first in the market, have market-leading proprietary technology, and are a leader in sustainable indexed funds. On top of this, more than 50% of their index funds are customised, which is the gold standard for innovation.
Our challenge was to raise awareness and shift perception of their indexing investment solutions using existing owned and paid channels.
The Solution
We created a ' through-the-funnel’ campaign with a new value proposition, customer journeys and message frameworks, a new creative concept, and executions across all channels.
Our research identified seven key themes most important to the audience, and three provider ‘archetypes’ within the market.
This allowed us to map UBS AM against competitors and reposition its indexed solutions. We leant into UBS AM's global scale, expertise, and breadth of product classes and categories using four pillars that supported the proposition:
The global index expert with the scale to meet your investment needs.
Which emphasises UBS AM as Big and Expert.
Building on this strategic foundation, we created a visually compelling campaign that reinforces UBS Asset Management's position, using the customer-facing line;
Where expertise meets scale
The visual approach was developed from the idea that experts see things differently. We used a ‘blueprint’ graphic device to reveal the expertise that lies under the world everyone else sees.
The campaign uses global imagery to represent the scale of UBS AM’s projects and investments, with the blueprint device to emphasise the expert view below the surface.
We delivered a full suite of creative assets that worked through the marketing funnel, from high-level awareness advertising to consideration ‘depth content’ on their website.
This included paid and organic executions, a campaign hero film, thought leadership content, web content, and a playbook to ensure consistent rollout in different markets. Alongside the advertising assets and in-depth content, we created a portfolio of reusable assets and templates for UBS AM’s internal teams.
We delivered creative assets across digital paid and owned platforms, social media and internal communication to ensure consistent rollout.
The Results
Organic social on LinkedIn delivered a click-through rate (CTR) of 13.7%. This is x3.4 times LinkedIn’s own benchmarks for social content. Paid social video ads enjoyed a complete viewing rate of 4.5%; x2.5 times the benchmark for financial services.
