CFA UK - Vested
CFA UK

A New Standard in Climate & Investing

Brief

CFA UK promotes the highest standards of ethics, education and professional excellence in order to serve society’s best interest.CFA UK created a first-of-its-kind Certificate in Climate and Investing as a Level 4 qualification for investment professionals to teach them the skills required to integrate climate change considerations into their investment process.

CFA Society UK asked Vested to create an omni-channel launch campaign with longevity for CFA UK’s Certificate in Climate & investing (CCI).

While the #DropGold campaign set out to persuade people of the bitcoin investment opportunity, it also aimed to elevate the legitimacy of digital currencies as a whole. The campaign’s TV commercial was the first nationally aired ad of its kind.  The campaign sparked an industry-wide debate about gold vs bitcoin. Additionally, the campaign introduced GBTC for the first time to a much wider retail audience – the only crypto investment product of its kind that provides investors with exposure to bitcoin through their brokerage accounts.

Goal & Approach

Vested approached the project in phases to:

  • Create a compelling narrative that outlines CFA UK’s ambition for driving sustainable industry change; align with wider messaging and strategy
  • Build and engage a community of candidates for the CCI, focusing on members and non-members through a targeted approach
  • Develop content, and use existing CFA UK resources, to support and drive core CFA messaging; share collateral and email lists to drive efficient impact.

Execution

To create the messaging Vested set up focus groups of academics and industry leaders in the sustainable investing space, to define key messaging for the CCI.

Audience:
After reviewing and refine the social media audiences (LinkedIn, Twitter and Instagram) for the CCI, we combined ‘member audiences’ with competitor followers (ie University of Cambridge’s sustainability qualifications), as well as targeted job titles and interests.

Approach

We applied a micro/ macro lens to our creative direction – messaging and imagery which conveyed the enormity of climate change, juxtaposed with the changes we can all make to build a better future. This enabled us to create a fresh treatment of the standard climate change imagery and demonstrate our unique perspective and solution.

Coverage

Vested coordinated press and digital activity to ensure that we launched the Certificate across multiple channels. In conjunction with the big launch, we developed an outreach programme to leverage CFA UK’s influencers/ Members and partner firms to drive significant organic engagement. We mobilised the industry to act now to achieve positive societal outcomes together.

Above: Announcement in Investment Week on Feb 7, 2022

Results

3

Member emails

1

press release

1

web banner

1

email signature

1

Chairperson blog

28

social posts

11

pieces of coverage

£225,500

Revenue generated

+600%

ROI

455

Registrations

20%

Conversion rate of warm leads at-launch

1,869

Clicks

+600%

ROI

455

Registrations

20%

Conversion rate of warm leads at-launch

Fiona Edwards, Head of Comms & Marketing at CFA UK, says: “Vested have delivered for CFA UK an omnichannel comms launch for the latest in our green skills qualification portfolio – the Certificate in Climate & Investing; providing us with an integrated campaign which surpassed our initial engagement targets and provided a +600% ROI.

“Through developing a compelling narrative, creative content and using our CFA UK member and stakeholder community, the campaign supports our drive to ensure that the investment profession is aware of the challenges climate decision-making will have on their roles and underpins the work we are doing to ensure that they are equipped with the knowledge and skills to make a positive impact for a greater good.”