The Results the project delivered
The work
The Client: A Bank Whose Service Was Seen As A Commodity
BNY Mellon ETF Services act as a custodian bank for those who are looking to launch or manage the day-to-day operation of an ETF. Fund managers and ETF issuers largely see custodian banks as indistinguishable, because they provide a standard set of services. BNY Mellon, however, offers a set of lesser-known secondary services that vastly improve an ETF’s success.
The Challenge: Getting The Target’s Attention
The audience was best targeted on LinkedIn, which meant we had to create content that stood out during the brief window of time when they were on the platform. My plan was to position BNY’s secondary services as the answer to the regulatory and operational concerns that were top of mind for fund managers.
On-Trend Thought Leadership That Promoted Secondary Services
The targeted LinkedIn campaign used first party CRM data to place BNY’s secondary services in front of the right targets. Articles were ghost-written, by me, for the CEO of ETF services and all revolved around how secondary services could help an ETF reach the $100 million asset under management milestone.