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Concept
The Dubs launched Aberdeen Standard Investment's thought leadership programme to grow brand credibility, audience engagement and scale across its asset management markets globally.

Execution
At the heart of the program is a daily editorial publishing schedule of insightful, thought-provoking content under the ‘Our thinking’ masthead. Content produced is created to be equal to (or exceed) that available in the mainstream press in the finance and investment categories.

All content is distributed across the brand’s owned social media channels and promoted both organically and amplified with targeted sponsored posts. Consistent quality imagery and headlines are used to ensure editorial content is visibly arresting and hugely differentiated to Aberdeen Standard Investment's peers.

Beyond distributing and promoting Aberdeen Standard Investment's content, The Dubs creates and packages the asset manager’s brand imagery, responsive charts, interactive modelling tools and long-form editorial.

After analysis and in-market optimisation of its organic promotion, articles are further amplified to continuously increase audience exposure and reach.

Results
Since launch in 2015 the content program has won more than 20 awards recognising its content marketing and social media success and in 2019 ranked first place in the UK against its competitors in LinkedIn’s Financial Advisory Network for its content marketing score.

And the content program is striking in the accelerated growth of it’s owned social media channels as of March 2020:

185,000+ Twitter followers
93,000+ LinkedIn followers
23,000+ Facebook followers
18.8M+ YouTube video views