Global X ETFs has launched a refreshed brand identity, redesigned website and its largest advertising campaign to date, following research involving more than 700 financial advisers and retail investors.
The US-based asset manager, which specialises in thematic investing, said its new campaign, ‘Innovation Yields Opportunity’, aims to communicate its investment proposition as it expands its reach among advisers and individual investors.
The brand refresh and website transformation were delivered in nine months by a dedicated internal team. Research informing the projects included interviews with more than 700 financial advisers and retail investors, over 30 internal stakeholders and nearly a dozen clients.
Christopher Adams, chief marketing officer at Global X, said the brand defines the firm’s story, while the website brings it to life. He described the campaign as the most expansive integrated media initiative in the company’s history.
The redesigned website aims to make it easier for visitors to find fund information and investment research. Updates include improved fund detail pages, a unified search function, more detailed fund search parameters, streamlined newsletter subscriptions and a comparison tool allowing users to assess funds across different product families.
The brand refresh was guided by three objectives: improving the user experience through design and personalisation, enabling faster content deployment through new tools, and creating a digital funnel to measure visitor demand.
Global X’s new advertising campaign is running across print and digital publications, podcasts, social media and streaming television. The firm is also using digital billboards, marking its second out-of-home advertising initiative in two years.