AB

Challenge

In the highly competitive EFT market, it’s becoming increasingly difficult for asset management firms to differentiate themselves, let alone have the opportunity to communicate their value proposition to their intermediary and institutional target audiences.

Since launching their first active ETFs in 2022, AllianceBernstein (AB) has tackled this issue head on, with disruptive campaigns that have helped the firm amass over $5billion AUM in just over two years.

So, how would AB continue to challenge market norms and drive future success?

Solution

Using our inherent knowledge of AB, but taking nothing for granted, our strategists interviewed the key stakeholders across the ETF team to ascertain where the business is today, their investors’ needs and whether our original guiding principles of ‘Active, Responsive, Research-driven, and Human’ were still valid.

As relevant today, as they were two years ago, we established that these values would once again be the platform on which our new campaign would sit. And with 17 active ETF funds available today, AB is now able to offer their investors complete flexibility in terms of investment strategy and choice of product.

Centered around this benefit, we then developed the ‘Flex Appeal’ campaign strategy, using the strengths of AB’s ETF flexible offer and the market-leading team that actively manage each fund, as our influence.

Smart and thought-provoking campaign headlines with curated supporting copy deliver appealing messages targeted directly to our audiences. These come to life through confident typography and, in an industry first, a suite of dynamic and eye-catching flexibility-inspired images, all generated by artificial intelligence and totally unique to AB. 

Type and image then animate beautifully across digital advertising, social media, out of home, animation and marketing materials, including the campaign landing page.

Result

The creative result is a campaign that once again stands out with confidence in a crowded and noisy sector. 

And the financial result? AB has grown from zero ETF assets under management in October 2022, to over $5billion AUM today, building a market leading brand and reputation. They are the active ETF asset manager with ‘Flex Appeal.’