ishares global campaign

Challenge: iShares led the ETF category for nearly 20 years but wasn’t seen as a leader anymore. We needed to get investors to shift their perception of iShares from an outdated commodity to a brand that championed investor progress in order to regain top market share.

Insight and Idea: In a category that defaults to heavy-handed product messaging, investors crave a straightforward path to financial progress. To get investors to reappraise iShares we developed a campaign that focused on emotional brand storytelling paired with clear product messaging to demonstrate what iShares ETFs are truly capable of and the role they can play in any portfolio. Media included TV, OLV, OLA, OOH, digital and social.

Results: The campaign raised awareness 52%, consideration 127% and NPS 120%, and most importantly helped iShares regain their leadership position in the ETF category. The film also won an Effie and a D&AD Graphite Pencil in 2021.