Challenge

Our campaign objective was to expand and deepen the relationships that Amundi holds with a range of distribution partners in key geographic markets across Europe and Asia – including traditional wealth managers, online platforms and robo-advisors. The brief was to develop a distinctive campaign, with the flexibility to suit each local market. The brief was to develop a distinctive campaign, with the flexibility to suit each local market. We aimed to provide valuable insights for Amundi’s partners while reinforcing their authoritative voice as a thought leader in retail investor habits, and as a driver and adopter of digital advice and investments.

Strategy

We created a research platform, across 26 countries spanning Europe, Asia, Africa and the Americas. We captured insights from nearly 12,000 retail investors, spanning issues including the use of financial advice, digital channel engagement, sustainable investing, the role of social media, portfolio make-up, and drivers of provider and platform choice. We delivered:

• A global published report and series of thematic reports
• Launch video
• Social media collateral
• Campaign landing site
• Media messaging and press releases
• Extensive range of client-facing presentations

Outcome

The campaign was hugely successful in driving a sales and BD meeting programme – including co-hosted events between Amundi and Cicero in Germany, UK and France. The campaign was initially teased at the Amundi World Investment Forum, and the report officially launched via a studio-based webinar in Paris entitled Under the Skin of Digital Investing. It included presentations from the Cicero team, senior Amundi leadership and a representative from Innovate Finance. Key metrics include:

• 32 client f2f engagements
• 584 report downloads from LinkedIn
• 13m impressions on social media
• Average engagement rate of 11.25%
• 50 pieces of tier 1 and tier 2 coverage