IG - Global reactive content strategy

Hard hitting reactive campaigns

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IG Approached us as they wanted an additional resource to produce forward thinking, innovative campaigns designed to excite and engage their audiences and press across the globe.

They wanted to work with an agency that was nimble and agile, so that they could react quickly and produce topical, well timed content that resonated with their key investment audiences – which we helped them refine and develop.

We would need to be effective across multiple territories and languages – with key markets being: UK, Singapore, Australia, Germany, Switzerland and France.

IG was looking for a partner who would be able to work with data and topics that might typically be considered quite boring or sterile and reimagine them in a way that would be pique the interest of their generally high net worth, savvy audience of investors.

Solution

We built out a sophisticated reactive framework that would allow us to identify chatter around key topics and on goings as and when it happened, our research and tools indicated that we should focus on three core content pillars: Lifestyle, local business news and global politics.

In terms of formats we would need to be reactive and adaptable, but had suggested interactive infographics, microsites and long form written content as part o the initial test and learn approach.

After establishing this framework our social listening team immediately identified that there was a lot of chatter around the two key topics  - how political movements and events had influenced the markets over the years – this was due to the Brexit effect – and then how people’s moods and psychologies could influence trading behaviour.

By identifying these two key triggers, we set about developing two separate campaigns in parallel, while continuing to listen out for additional chatter and drivers for future campaigns as part of our ongoing reactive strategy. In a turnaround period measured in weeks rather than months, we developed two bespoke microsites from the ground up, including all research, design and copy. The sites can be found here:

Psychology and Trading

Politics and the Markets

For Politics and Trading we worked alongside Bloomberg, gathering first hand financial data – tying it to pivotal political events over the use, giving an in-depth view of what effects these events had on the markets at the time – allowing traders to draw their own inferences, arming them with information that could inform their current approach to trading.

With Psychology in trading we worked alongside a number of psychologists to understand the different types of behaviour and patterns that could effect trading. We summarised this information and presented it in an innovative and engaging way in the shape of an interactive brain.

These sites and content within were then sent to press and relevant publications with tailored wrap around content created by our copywriting team.

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