OVERVIEW
Research in 2023 showed that most advisors didn’t fully understand what direct indexing is or how it could help grow their businesses. The “Find Your Edge” campaign aims to foster emotional connection with advisors and shift them from direct indexing skeptics to advocates.
The “Find Your Edge” campaign includes custom-shot, ownable imagery, paid ads in social media and industry publications, a promotional video, a revised VPI topic page on the Vanguard advisor’s website, and design templates for social media and email to be used on an ongoing basis.
INVOLVEMENT
• Creative strategy
• Creative testing
• Creative and art direction
• Custom photography vendor selection, management, and photo shoot oversight
RESULTS
In two days of shooting, we generated over 60 unique, ownable images that can be used throughout marketing initiatives, maximizing our marketing budget outside of the core campaign. The campaign, coupled with being featured in financial advisor events along with highly targeted events to C-level executives in key investment firms, yielded stellar results easily beating its new business goals.
