ABOUT

If you’re going to create financial content for an audience who admit to knowing very little about financial content (and are already being pelted with content that they do know a few things about), you’ve got to be bold and make it count: We doubled Blackrock’s KPIs and creating a 41% increase in conversions. By combining customer data, Search data and social guidelines for best in class content, we got ourselves into the headspace of millennials who were positioned to invest in an ETF, but had no idea where to start. They weren’t even totally sure an ETF was for them - so, BAM, every piece of content opened on a BOLD mirror of our audience’s everyday lives. 12 everyday people, doing 12 everyday activities (with a focus on progression) - but with a colourful twist. Blackrock had unveiled a rebrand, with an extremely bright palette that we couldn’t resist intertwining into the core of the creative - building bespoke, stylised, single-colour sets to give scrollers an enticing POP in their feeds. Going against the grain of existing ETF content, we cut each video to 30 seconds - focusing on one core learning per slot. The simple question/answer format laddered up to reassure audiences that ETFs don’t require lots of cash, time or expert knowledge - they are designed for them. A practical twist with the creative approach empowered local Blackrock teams to use the non geographical colourful settings as templates, and insert speakers according to language and key queries.