Storytelling Through PESO Channels
Amid a downturn in public stock markets, a new narrative emerged in the finance universe: The strong returns seen in the private market were due to managers overvaluing their assets.
Challenge
This narrative was not only inaccurate, but also detrimental to the efforts of private equity investors and other private fund managers to put the capital of institutional investors to work and breed innovation. Our client, an international investment bank, sought to cut through the noise and correct that narrative by offering their perspective on the resiliency of the private markets through an integrated marketing campaign.
Solution
We created an anchor content piece using data from the bank’s proprietary private market database, which demonstrated that private market strength was not due to managers fudging their results. Rather, it stemmed from fundamental structural differences that afford private investors a degree of stability through economic uncertainty.
With the content developed, we partnered with our client to develop a robust go-to-market approach for the messaging, incorporating distribution channels across the paid, earned, shared, and owned (PESO) spectrum.
Tactics included:
- A byline placement in a key trade publication and numerous media interviews for the bank’s Head of Valuations
- LinkedIn content for the bank’s corporate page and CEO’s personal channel
- A pay-per-click advertising campaign on LinkedIn targeting private equity executives
- 1:1 email templates to private equity sponsors from the bank’s business development team
Impact
The campaign aided in combatting misconceptions about the private markets and showcasing the bank’s advocacy for private equity to a wide audience.
Our messaging efforts also increased the reach of the bank’s proprietary database, which continues to gain recognition across the industry and receives positive anecdotal feedback from major asset management and investment firms.