Janus Henderson Investment Trusts
Long-time collaboration partner Janus Henderson approached Hub with the challenge to increase the visibility of their offering to a younger, digitally-native investor audience. In their research, they had found that a large proportion of their investors were of an advanced age – generally over 60 – and had sought to reach the next wave of potential investors.
Closed-ended funds – or investment trusts – were found to be something of an industry secret and featured less prominently within adviser recommendations than their open-ended counterparts. With this in mind, Hub knew that education was vital to grow awareness and confidence in investing with younger demographics.
Hub proposed a strategy to produce an ongoing suite of highly engaging, educational content that would be optimised for organic search. This educational content aimed to address a fundamental audience need and drive an uplift in brand favourability.
We began with a digital landscape audit which identified key strategic issues. These included questions surrounding the size of traffic generation opportunity in the sector, the traffic that competitors were securing and which digital channels to utilise. After establishing these key parameters, we developed a content strategy for producing educational content that best fit the strategy needs, such as articles, white papers, infographics, animations, live videos, fund manager interviews and podcasts.
Alongside content production, Hub undertook website redesign. Beginning with a usability study, we held a series of focus groups to understand customers’ online behaviour when researching investment products and conduct on-site surveys to understand key areas for improvement on the existing website. This user study enabled us to devise a strategy for website optimisation, which included a number of design and functionality changes to enhance the user experience. To further drive traffic to the website, Hub helped to implement a CRM tool to support customer and prospect journeys.
With the user journeys optimised and new content in production, we then kicked off the outreach programme. In this process, we found and targeted sites which were trustworthy and relevant. Bloggers from these sites integrated Janus Henderson links in their posts, which in turn raised the brand’s authority as a reliable source of information, meaning the site would be prioritised in search result rankings.
In the 9 months since the campaign launched, Janus Henderson has seen a 52.9% increase in organic sessions and a 61.3% increase in unique organic page views when compared to the benchmark figure. Across all trusts, total organic engagement time has seen an increase of 36.3%. This total engagement time is calculated by subtracting the people who immediately bounce away from the page from the total number of page views, and then multiplied by the average time on page. This allows us to measure the audience who have a genuine interest in the content and are therefore more likely to be interested in buying Janus Henderson products.
“The project was a complicated global campaign involving TV, brand spots, online content and advertising. It was a great success exceeding target objectives.”
“It's not just one video we need to think about but how the different formats work across social media. We were really impressed with the amount of detail and depth that Hub have gone into.”
“What we loved about working with Hub is that they understood what we were trying to do in the industry and they took our brief and within a couple of days had a solution to that which fitted with what we had in our minds.”
“Steps to Investing brand needed to work across multiple formats from print to digital and had to be reassuring to a sceptical audience of savers. I’m really pleased with how the identity ended up and helped us launch a vital new service into the UK marketplace.”