Goals and objectives
T Brand Studio was selected by Spark Foundry as UBS’s 2018 content partner based on its audience reach, content capability and innovation. Back in 2017, UBS launched a successful global campaign focused on driving awareness of Sustainable Investing. However, by the end of the year, the competitive landscape had become saturated with this relatively new theme. It was quickly becoming harder to stand out from the crowd as investment banks all over the world threw big media behind their individual efforts.
The bank’s research showed that while Sustainable Investing was becoming a more familiar term with its audience, there was still a lack of clarity as to what it really meant, how it was relevant to their lives and whether the risk to their portfolios was worth investing in a new concept. It appeared industry efforts have successfully gotten the audience to notice, but failed to help them understand.
For the next stage in its marketing strategy, UBS needed to continue awareness efforts by providing in-depth education and understanding of the theme while differentiating its efforts from those of the rest of the industry.