State Street Global Advisors: Uncovering the middle bias

Asset manager State Street Global Advisors used a long-form online video broken into several teasers to attract institutional investors and financial advisers to MDY, its mid-cap Exchange Traded Fund.

Campaign details

Brand: State Street Global AdvisorsBrand owner: State Street CorporationEntrant company: McCann New YorkMedia: Fundamental Media, BostonMarket: United StatesSector: InvestmentMedia channels: Content marketing, Online display, Online video, Programmatic display, Social media, Websites & micrositesBudget: 3 - 5 million

Executive summary

State Street Global Advisors tasked us with promoting MDY, its mid-cap Exchange Traded Fund (ETF), and generating qualified leads in the process.

From State Street's research, we knew investors were ignoring mid-caps in favour of small and large-cap funds. It looked like investors weren't...

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