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.

Kelly B.

Mayple Vetted

expert

The Challenge

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.

The Process

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.

The Solution

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.

Skills Used

Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Branding,Marketing Strategy,SEO,Content Marketing,Other,Web Development,Email Marketing,Copywriting,Web Development,Web Development,Branding,Branding,Social Media Management,Web Development

Industry

Finance

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