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LET'S MEASURE UP

 

How do you localize in Nigeria, a global campaign targeting finance & investment professionals? How do you use a campaign to address gaps in trust and integrity in the financial industry?

CFA Institute believes that the purpose of finance is to lay the foundation for the ultimate benefit of society.

It isn’t enough to talk about a better world for investors — we need to take actual steps to build it. As investment management professionals, Let's Measure Up.

1. CONTEXT

In January 2018, the CFA Institute's global office launched a campaign and call-to-arms designed to broaden awareness of the CFA charter and reinforce values that CFA charter holders bring to investment industry employers, including asset managers and asset owners, banks and brokerages, corporations and high-net worth individuals. Driving the three-year global brand campaign is a need to earn investor trust and assuage residual fallouts of the now decade-old global financial crisis.

CFA Institute Nigeria approached  Arden & Newton to bring its unique approach to story telling and campaign development in localizing the campaign in Nigeria, keying into the global campaign

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2. SOLUTION

Arden & Newton designed an elaborate content marketing communications strategy that sought to use the frontliners in the financial services industry in a series of branded films built around the lives of these finance professionals and executives.  Our selection is made up of 10 carefully selected top-rated Bank CEOs, the deputy governor of Nigeria’s Apex bank and investment managers.

We utilized the short films as engagement content for the campaign’s digital marketing, targeting financial services professionals and investors as well.

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