CFA Institute

Challenge

CFA Institute, the global association for investment management professionals, seeks to promote the highest standards of ethics, education, and professional excellence for the ultimate benefit of society.

Living was tasked with building the visibility of Marg Franklin, CEO & President, and Paul Moody, Managing Director, through LinkedIn, with campaign content and messaging that supported these values and allow CFA Institute to adapt to shifting global market challenges.

For the past six years we’ve been working with CFA, the objective was to demonstrate leadership and accessibility, by first enhancing Marg's social media influence.

This would then bolster the relevance of her voice with the industry, regulatory and government peers, while increasing the attractiveness of its charter to new candidates.

Solution

Living works alongside CFA Institute’s corporate communications team to produce written, visual, and film content. And with a new master brand at play in 2024, we reimagined Marg’s social content strategy, including the look and feel in alignment with the organisation’s updated brand pillars (certify, learn, network and insight) to convey key messages.

In addition to static posts, video also plays a critical part in Marg’s accessibility online as we look to build authenticity and build trust. They help to underpin the ‘know, like and trust’ factors, offering the audience connection on a deeper level. The video content typically addresses significant CFA Institute announcements, including the launch of CFA initiatives and reports or addressing wider global initiatives.

Paul’s weekly content strategy focuses on celebrating the work of the CFAI Societies, networking and ESG investing. At the end of Q3, 2024 he launched a LinkedIn newsletter – Sustainability Matters – focusing on driving the ESG agenda forward.

Regardless of post type, the audience is always the global community of investment professionals. In addition, specific messaging will target particular subsets, including CFA members and charterholders, future CFA Program candidates and certain regional audiences. 

We have created a tone of voice for Marg and Paul that is designed to influence, inspire, create dialogue, and foster a sense of community, with industry peers, CFA members and candidates, globally.

Result

Since our campaign started just over four years ago, Marg’s followership has increased by over 1,400% (from 5,000 to 75,000 as of January 2025), with that number continuing to grow, every single day.

Within 6 weeks of launching the newsletter, Paul had over 1,000 subscribers and now lands directly into almost 1,400 inboxes monthly. His followers increased by 244% in 2024.

Our work also resulted in Marg became one LinkedIn's Top Voices in financial services in 2020, 2023 and 2024, which recognises profile strength, activity level, and demonstrated expertise.

Our work has also been recognised by the Financial Communications Society in North America, winning a prestigious FCS Portfolio Award for the best organic social media campaign, as well as Digital Impact, Executive Communication, and Corporate Content Awards.