CFA Institute. An FCS Portfolio 2020 visionary
02 September 2020
With a record setting number of entries from more than 90 financial brands, we are proud to announce that our work for CFA Institute has been named as a winner at tonight's virtual FCS Portfolio Award ceremony, picking up a Bronze in the 'Corporate Image Social Media' (non-paid) category.
Our highly successful campaign for CFA Institute saw our New York team dramatically grow the profile of the organisation's outgoing and current President & CEO (Paul Smith and Marg Franklin) across non-paid social media channels.
As a key part of campaign strategy we created short films to amplify Paul Smith's messages, keeping him visible to his followers, and growing CFA’s online platform. Then, with Marg Franklin’s appointment as the first woman CEO & President of CFA Institute, there was an established expectation among the investment management community and CFA charterholders to be able to have visibility of and be able to engage with Franklin as well.
By proactively pushing individual messaging onto LinkedIn and Twitter with highly engaging content, we helped to cement their role as industry influencers – go-to people for peers in the industry as well as the financial press – while initiating new meaningful relationships with connections and followers, facilitated by personal online conversations.
The results? For Paul Smith’s nine-month campaign, we were able to increase his followers 114% and his connections 98% on LinkedIn to over 42,000. On Twitter, his followers increased 89%. Over the course of the campaign we increased LinkedIn engagement by 363% and Twitter engagement by 120%.
At the start of the campaign for Marg Franklin, one goal was to more than double Franklin’s LinkedIn followers to 10,000. As of this writing, our campaign has already tripled her original follower count to over 17,000 since late 2019.
About the Financial Communications Society
Founded in 1967, the Financial Communications Society (FCS) is a national not-for-profit organisation dedicated to improving professional standards in financial marketing communications through a mission of community, education and philanthropy. The FCS Portfolio awards recognise creative excellence in financial marketing.