Steps to Investing
Janus Henderson approached us to help them create a campaign which would reach a new target audience who were sceptical of the financial services sector. They wanted to appeal to those who had between £40,000 and £150,000 in savings but were put off from investing because they found the financial services sector too complex and intimidating.
The brief was to create a campaign which would help them reach this potential audience and provide them with information about the investment process in a way which was accessible.
We developed an insight-led strategy to determine where there were gaps in saver’s investment knowledge and to find out what makes people feel uncertain about investing their money. After conducting focus groups and in-depth interviews, we found that those with little or no investment knowledge needed access to jargon-free, educational content to help them understand and make informed decisions about their wealth management.
As a result, we launched ‘Steps to Investing’ as a new brand which was targeted at UK retail investors. This online offering provided an explainer, jargon buster and case study videos to demystify the investment process. This would be accompanied with blog posts that provided detailed explanations and discussions.
Paper prototyping and UX informed the design of the online platform and users’ journey, ultimately leading to the creation of a website called StepsToInvesting.com. The site contains all the content which is broken down in a five step process, walking those who are new to investing, through each stage.
In addition to this, Hub produced promotional content, two online animated commercials, to raise brand awareness and increase site traffic to StepsToInvesting.com. We also helped to organise events to accompany the educational information, providing an opportunity for people to see and meet the company behind the information.
In May 2018 Steps to Investing won an AIC award for Best Marketing Campaign. The award panel praised the winner for being bold, well-executed and for doing something different. The site was educational and engaging and the judges felt it was a contemporary approach to marketing. It had since won the Gramercy Institute Financial Content Marketing Award (2019) and The Financial Services Forum (FSF) Product and Service Innovator Award (2019).
“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.”