917 554 5960 / carljbaldassarre@gmail.com
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iShares Core ETFs

With Vanguard coming up fast, iShares needed to build awareness. The Core product line was a simple suite of 21 ETFs that made it easy for anyone to build a diversified portfolio. So instead of explaining how ETFs work, we focused on the people and life goals they can support.

Digital campaign

Digital campaign

Financial advisors prefer iShares ETFs. But their clients often haven't  heard of them. I was part of the agency team that conceived and evolved the iShares Core campaign in 2016 and 2017, and led creative and copywriting on all banners, rich media, video and social posts.

Goals videos.

I scripted a series of videos for the first phase of the campaign focused on the life goals that inspire people to invest. We focused in on four: retirement, paying for college, growing a family and starting a business.

Sponsored Tweets

Sponsored Tweets

As the campaign evolved, Twitter and Facebook grew in importance, along with timely messaging.

Paying for college.

Paying for college.

Starting a business.

Starting a business.

Retirement: The ultimate goal.

Retirement: The ultimate goal.

Investor education.

Investor education.

I led concept and ux development for simple tools, like this one that let investors build a Core portfolio in about a minute.

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General content: Social media.

General content: Social media.

General content: Programatic banners.

General content: Programatic banners.