BlackRock: Your True Wealth

BlackRock, the world's largest asset manager, harnessed the interactive power of WeChat to help Chinese investors build a better financial future.

Campaign details

Brand: BlackRockBrand owner: BlackRockLead agency: EdelmanContributing agencies: Edelman IntelligenceCountry: ChinaIndustries: InvestmentMedia channels: Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

When it comes to investing, there seems to be a disconnect between short-term and long-term planning for Chinese investors. They find virtue in saving and buying property, but tend to expect outsized, short-term gains from investing. Not enough attention is spent on long-term financial planning, and asset management specialist BlackRock wanted to change that.

BlackRock's research revealed that investors in...

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