INTRODUCING A NEW BRAND TO ASSET OWNERS

The Challenge

FTSE Russell needed to introduce its new combined brand after LSEG acquired Russell Indexes. We were tasked with reaching a niche, difficult-to-target audience of asset owners and influencers. With finite resources over the course of just three months, the primary objectives for the marketing program were to achieve visibility and impact by:

Branding FTSE Russell as a thought leader and innovator in global indexing, leveraging authoritative research, insight and commentary.

Engaging directly with target asset owners and influencers including consultants and academics.

Promoting benefits of the merger to clients and explaining key product decisions.

The Solution

We approached the challenge with an integrated marketing strategy to align owned, earned and paid media. Paid media included high-impact display, social, search and remarketing. Technology ultimately allowed for unified marketing, messaging and performance measurement across channels.

The key performance indicator was engagement with the FTSE Russell brand, driven by all marketing efforts. To measure this, we defined a new metric, quality engagements, that measured thresholds for brand interactions including minimum session duration, number of pages viewed, registrations, lead forms, content downloads, target company visitors and social engagements.

The Results

13.6 million targeted asset owner impressions with over 18.2 thousand asset owner brand engagements.

  • 62% Below CPM Benchmark
  • 58% Below Cost per Quality Engagement