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 & 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). Following the success of the ESG Certificate launch in 2020, CFA UK wanted to launch the Certificate in Climate & Investing to the market with a bang!
Goal & Approach
Working closely with the Marketing and Communications teams, Vested created a narrative designed to convey the urgency of the need to act on climate change, using ‘Now is the time’ as a tagline. The COP26 summit presented an important hook to drive our pre-launch messaging.
Over a period of 12 weeks, we created 36 beautifully engaging social media posts – Gifs and statics – as well as sales decks, emails and a press programme which drove our messaging at C-Suite level through CEO, Will Goodhart. The integrated nature of the campaign enabled us to juxtapose calls to action (sign up now!) with thought-led commentary on the climate crisis. Nurturing and utilising our CFA UK network (individuals, firms, influencers) enabled us to drive significant levels of organic outreach and hugely positive sentiment.
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
Conversion rate of warm leads at-launch
Fiona Edwards, Head of Comms & Marketing at CFA UK, says: “Vested has 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.”
This campaign won CFA UK & Vested the Most Effective Content Marketing Campaign Award at the 2022 Financial Services Forum.