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Spearheaded improvements to strategy and overall management of our largest integrated marketing campaign, which resulted in a 99% increase in website traffic YOY (driving efficiency with 21% less budget) and a 2.5x’s increase in paid media performance YOY. This resulted in us exceeding our lead goal by 2x’s, while also increasing product consideration by +17% and a significant +80% lift in willingness to recommend.
In 2020, the COVID-19 pandemic threw the markets in turmoil, creating a challenging time for State Street Global Advisors to connect with its investor audience. We were looking for a relevant angle to drive awareness and interest around its core mid-cap ETF product and capture sales leads. Our challenge was to do this in a relevant way that would connect with its audience and drive business impact during a very volatile year for the markets.
Our strategy and approach was centered on research that uncovered a key opportunity - that mid-cap ETFs actually outperformed small and large caps during past times of market crises. And with many of the mid-cap companies struggling during the COVID-19 pandemic, we saw this as an opportunity to showcase the strength of mid-cap companies and how they were able to “Get Up” and rise above the challenges set forth during periods of crises.
We brought this idea to life through a strong creative and content-centered campaign across digital, social platforms, a unique and interactive website experience and a comprehensive lead generation program.
Spearheaded improvements to strategy and overall management of our largest integrated marketing campaign, which resulted in a 99% increase in website traffic YOY (driving efficiency with 21% less budget) and a 2.5x’s increase in paid media performance YOY. This resulted in us exceeding our lead goal by 2x’s, while also increasing product consideration by +17% and a significant +80% lift in willingness to recommend.
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