Lansons

jp-morgan

CASE STUDY

J.P. MORGAN:

A direct way to drive brazilian investment

A direct way to drive brazilian investment

Challenge

During a six-week offer period, launch the JPM Brazil investment trust to new and younger direct investors.

Advice

We have a reputation for helping our clients achieve objectives through communications. So, rather than creating a strategy to build awareness, we recommended a savvier route founded on insight. Our advice was to target media stock tippers

and personal finance writers to recommend direct investment before it began trading. To generate coverage with a compelling call to action, we created a campaign: ‘Why now?’, ‘Why Brazil?’ and ‘Why J.P. Morgan Asset Management?’.

Ideas

We secured a launch exclusive with the Financial Times and issued bite-sized news hooks to personal finance and stock picking media. Stories were persistently sold in to print and online media.

To deepen the quality of coverage, we presented ‘now or never’ briefing opportunities between the Fund Manager and key media targets.

Results

Coverage in the Times ‘Tempus’ and Mail on Sunday ‘Midas’ column contributed to a £4million jump in investment from direct investors over that particular weekend. A huge spike in web traffic to the JPM Brazil

webpage coincided with over 30 pieces of national, trade, consumer and national online coverage. Online coverage elevated thisismoney.co.uk to the only non-search engine referring domain of leads.

Coverage in the Times ‘Tempus’ and Mail on Sunday ‘Midas’ column contributed to a £4million jump in investment from direct investors over that particular weekend.

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