Cannes Lions

FIDELITY IN THE MONEY

IMPRINT, New York / FIDELITY INVESTMENTS / 2015

Case Film
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Overview

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Credits

Overview

Description

Currently the use, popularity and success of branded content and content marketing are on the rise in the USA. According to recent research by the Content Council – the leading industry council in the USA – executives describe branded content as custom storytelling, thought leadership, value-added, relevant, engaging audiences, and influencing action. Additionally, they list the most important goals of content marketing as: acquiring new business, increasing brand engagement and improving brand perception. Currently, companies are allocating a little over 23% of their marketing budgets to content marketing, estimating that by 2017 it will rise to 1/3 of their budgets.

Execution

The audience for In the Money is drawn to the content in multiple ways. First, each quarter a launch email is sent to the 600,000 Active Traders and Engaged Investors promotes the latest issue and teases each article. Additionally, ITM is promoted in the weekly Viewpoints email to 560K subscribers and emails to webinar attendees. Then throughout the quarter, the content is accessible from the Viewpoints and Fidelity websites (homepages, event websites, product pages, etc.) and is also promoted on social media platforms featuring the visual assets that bring that content life, increasing the engagement rates. Finally, there are public relations efforts made through pitches to reporters and inclusions in relevant brokerage releases.

Outcome

Please read Confidential information regarding metrics.

Feedback from an Engaged Investor: “In the Money is attractive, informative and easy to navigate. I like the way the topics are segments for easy access. I am going to make it one of my required reads on a regular basis.”

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